Paula's Choice BHA 2%
Relaunching Campaign

campaign objectives

Marketing objective: Increase penetration for Paula’s Choice BHA exfoliant

Communication objective: Relaunch Paula’s Choice 2% BHA Exfoliant to

1 - Enhance TA knowledge about BHA Exfoliant to adopt it as an essential step in daily skincare routine,

2 - Integrate with the brand’s 30-year anniversary celebration to create a cohesive and memorable campaign.

communication proposition

REVEAL CARED-FOR LIVING CELL BEGINS WITH DAILY GENTLE EXFOLIATION

(Chăm da khỏe từng tế bào bằng việc tẩy tế bào chết mỗi ngày)

Use Paula’s Choice 2% BHA Exfoliant as a toner daily and care for living cells to achieve a skin that's hydrating, balanced & gentle dead skin cells exfoliating.

creative concept

Layers of cakes? Delicious!

Layers of clothing? Stylish!

Piling up of TV series? Thrilling!

How about layers of dead skin cells?
Not so cool…

Especially when we know the fact that the outermost layer of your skin,
the stratum corneum, holds 18 to 23 layers of dead skin cells, oh no!

Yet, they still linger on your face daily,
piling up layer by layer if not gently exfoliated, which cage your true glow under layers and layers. Everyday.

JAILBREAK YOUR BEAUTY GLOW EVERYDAY

relaunching event

About the concept "JAILBREAK YOUR BEAUTY"

With Paula’s Choice, each person is a masterpiece of nature - one that no one can ever replicate. However, this masterpiece is still 'jailed' by layers of dead skin cells - just like your true beauty, waiting to be freed through exfoliation.

At the center, a giant product is displayed. Each fabric layer wrapping around mirrors dead skin left behind, hiding your true glow, the masterpiece only you own.

With vibrant info zones and playful interactions, Paula’s Choice makes science-backed skincare and 2% BHA education more engaging than ever.

Honoring 30 years of skincare rooted in science, Paula’s Choice brings its most iconic products on display — paired with expert guidance for routines made just for you.