Launch of the ESPA Super Active skin care range

The Challenge

Launch ESPA Super Active – a targeted and scientific skin care range of concentrates, complexes and masks. The range needed to sit within the existing ESPA product family and yet be distinctive in its own right.

The Liquid Way

We presented ‘Super Active’ as contemporary science within nature.

A photographic language was created using scientific imagery of the Super Active ingredients and products, blending both the scientific and natural.

Budget didn’t allow for original photography so we employed model face shots from ESPA’s existing library and retouched and graded these to show the concentrated and targeted nature of the range.

Existing copy style was amended across the range to create a more direct approach to prompt sales.

The launch rolled out across a wide range of material including internal sales-staff training collateral, POS displays, product cards, advertising and product pack shots.

Liquid Results

Following a successful launch Liquid went on to advise and develop promotional material for ESPA on a range of products.