CASE STUDY
Client: The Proactiv Company
Industry: Beauty • Skincare • Retail
Project: New Product Launch
Year: 2023
Zits Happen
debuted in July of 2023
and has since won the 2024
Women's Health Magazine,
"Best Pimple Patches"
Beauty Award
For the launch of Alchemee’s first set of skincare patches, our challenge was to develop a captivating sub-brand that would appeal to both Proactiv’s loyal customer base and new targeted audiences. We aimed to reflect the evolving trends in pop culture while also aligning with our recently refreshed brand identity.
As the Senior Digital Designer of Brand Marketing and Product Lead, I collaborated closely with the Brand and Creative teams to develop the new look, feel, visual tone, color palette, packaging design, photography direction and execution, digital presence, social artwork, email marketing campaigns, visual merchandising mock-ups, and asset management GAM for this product, which we aptly named, "Zits Happen.”
We collaborated closely as a team to create a product that was fun, visually striking, and ingredient-focused that aligned well with our established skincare routines. At the same time, we wanted it to serve as a bold statement piece, helping our loyal customers transition seamlessly into the refreshed Proactiv brand style.
Zits Happen® launched in retail stores on July of 2023 and went on to outperform our original product sales goal of $282k, coming in at $295k (DTC $58k and retail $237k) and was cataloged as a top 10 SKU at Ulta.
new product development — concept + design + execution
I designed the above three packaging concepts as potential options that would align well with our legacy skincare routines. The approach is subtle and respects Proactiv’s original brand guidelines.
visual brand + packaging exploration — matches legacy packaging
The Zits Happen sub-branding, logo finalization, color palette exploration, and typography styling using font, “Abril Fatface” were created in conjunction with the Creative Team. Once we approved the color pallet I finalized the specs for formatting, PMS, HEX, RGB, CMYK.
logo + visual identity design + typography + color guide
packaging designs — primary & secondary artwork designs and print mechanicals
I collaborated closely with both the Creative and New Product Development teams to ensure the accuracy of packaging artwork designs, including specs, fonts, colors, and more, before they were submitted to the Regulatory and Legal teams for final approval and print.
digital mock-ups — primary 30ct carton + secondary 15ct sachet sheet
I created these digital mock-ups for client and retail pitch presentations focusing on Target, Ulta, and CVS, using Adobe Photoshop and Illustrator.
retail — visual merchandising, Target + CVS
To illustrate how Zits Happen would appear alongside our legacy products on shelves at retail locations like Target and CVS, I created a shelf display mockup. This visual was valuable for both the brand and retail teams when presenting to our retail partners.
product photography — hero, hand models, stylized, model
Here are sample images of finalized hero, model, hand model, and stylized photography. I collaborated with the Photofighter team, external retouching vendors, our Project Ops Manager and our Associate Art Director (direct report), to bring these visuals to life.
product photography — stylized still photography and animations
In addition to still photography, we collaborated closely with our stylist to capture animated GIFs that added life to the digital images. Along with providing direction templates for our retouching vendors, I created a custom HEX color palette to ensure consistency across our new product library. This approach proved highly effective and saved significant time for the teams.
web + UI + UX + digital — new proactiv.com layout and graphics to promote Zits Happen patches
With a new catalog product came a new UI and UX approach to the Proactiv website as well as promotional assets.
I worked within Sketch and Figma to create the proper assets and sizes for both desktop and mobile platforms.
web + UI + UX + digital — product pages, 30ct carton & 15ct sachet sheets, DTC
Once the packaging was finalized and the photography was complete, I organized over a thousand creative assets by creating interactive
Global Asset Menus (GAMs) for easy access by the various teams and then began designing the product landing and gallery pages for the website.
interactive skincare quiz — UI & UX
To help promote Proactiv and its various routines, I was asked to work on a skincare quiz that involved working closely with the programming team. I worked both in Sketch and Figma on wireframes, designs, and prototypes to create an effective quiz that can be featured on social as well as mobile and desktop platforms.
interactive skincare quiz — UI & UX
To help promote Proactiv and its various routines, I was asked to work on a skincare quiz that involved working closely with the programming team. I worked both in Sketch and Figma on wireframes, designs, and prototypes to create an effective quiz that can be featured on social as well as mobile and desktop platforms.
email — “Introducing Zits Happen® Patches”
We worked closely with the Email Marketing Team to introduce Zits Happen. This email had great results with the following stats:
Segment Size: 671k. | Open: 39.83%. | Unsub: 0.19%. | 148 orders | (13% new subscribers)
digital media — programmatic digital ads + paid social media ad
In addition to email, SMS, and internal digital assets, we created programmatic digital ads for our affiliate sites, as well as paid and organic social media ads. One of these ads, featured on the right, was a top performer for July 2023, generating 327 purchases and achieving a $116 CPO.
digital media — retail advertising, Ulta.com
After successfully pitching Zits Happen to retailers who were excited about our new product, we developed landing pages featuring detailed product information and image galleries. These included hero shots, stylized images, product-in-use visuals, model photography, animations, and occasionally video graphics. The patches officially launched at Ulta.com and Target .com in July of 2023.
digital media — retail advertising, Target.com
After successfully pitching Zits Happen to retailers who were excited about our new product, we developed landing pages featuring detailed product information and image galleries. These included hero shots, stylized images, product-in-use visuals, model photography, animations, and occasionally video graphics. The patches officially launched at Ulta.com and Target .com in July of 2023.
digital media — retail advertising, cvs.com
After successfully pitching Zits Happen to retailers who were excited about our new product, we developed landing pages featuring detailed product information and image galleries. These included hero shots, stylized images, product-in-use visuals, model photography, animations, and occasionally video graphics. The patches officially launched on CVS.com in August 2023.
digital media — retail advertising, amazon.com
social media — Instagram & Meta posts
I worked with the team to create social media posts using the new vivid photography as well as helped in directing some of our social media influencer partners such as Alexa Jay (@alexajay), seen above.
social media — Instagram & Meta video reels with KOLs and Influencers
We filmed video reels featuring our models, influencers, and Proactiv doctors for the new campaigns and social media presence at Milk Studios in Los Angeles. Working alongside PRZM agency and Moonstruck Films, I served as Product Lead, providing direction to ensure we aligned with our KPIs and effectively guided the influencers.
social media — Instagram & Meta video reels
I collaborated closely with our social media team to ensure they had enough product from the Supply Chain team for their new Instagram and TikTok clips. Additionally, I provided any requested graphics or assets needed for their shoots.
photoshoots — model and influencer direction during photoshoots
As Product Lead and Interim Creative Director, I traveled to Phoenix, Arizona, to shoot Proactiv models and influencers for the 2024/2025 campaigns, collaborating with PRZM agency and Los York Productions.
photoshoots — ”behind the scenes” with models and the Los York Studios Team
I provided creative direction to models, influencers, photographers, video directors, stylists, makeup artists, hair stylists, and the production team. Together, we shot broadcast spots, social media reels, shorts, and a full catalog of photos to showcase and elevate our brand.
photoshoots — influencer direction during photoshoots & BTS
Working with our social media influencers was a blast! They were not only creative and easy to collaborate with, but also receptive to direction and appreciative of our diverse and inclusive approach. Their posts were a huge success, driving a 40% increase in engagement.
photoshoots — evergreen model art direction during photoshoots (still and video)
We wrapped up in Phoenix, Arizona and moved our shoot to Milk Studios in Los Angeles, where we joined Moostruck Films and shot a full day of high production model photography and video reels for broadcast and OLV with photographer Mary Fix (@maryfix).
photoshoots — evergreen KOLs: “The Doctors” art direction, styling, and Product Lead
On the fourth day of our shoot, we were joined by the Proactiv Doctors and captured a series of high-production hero and stylized photos, along with video reels, to be featured across broadcast commercials, YouTube, TikTok, Instagram, and Meta.
video — YouTube videos with “The Doctors,” styling and Product Lead
I provided creative direction and collaborated closely with the team to ensure the styling and product placement were on point for the videos targeting both the US and Canadian markets. I also offered input on hair, makeup, and wardrobe selections to maintain a cohesive look.
environmental + event — ULTA Conference Booth design direction
Once a year, Ulta has a conference event where they feature many of the products that the stores carry, including Proactiv. I worked with the Creative Team in conjunction with “Green Staging” on a branded booth design that was featured earlier this year in 2024 at the conference in Florida.
