Curology: Stop the pop
Curology is a skincare company that sets you up with a licensed dermatologist, creates a custom treatment for you, and ships it right to your door. For this campaign, the objective was not only to sell products, but also to discourage unhealthy habits in consumers.
Target Audience: Gen Z, Gen Alpha
Objective: Get people to use Curology products instead of popping their pimples
Insight: People pop their pimples because it’s satisfying, but it really makes acne worse.
SMCI: Curology gives you acne treatment that works and something to pop at the same time.
Tone: Tongue-in-cheek, but scientific
Execution 1: Packaging
Image generated by Sora AI. Based on an original photoshop by me
Curology products are tailored to the individual, and therefore aren’t available at retailers and are always shipped. To take advantage of this, I came up with a custom bubble wrap that consumers could pop instead of their pimples; protecting their skin. It also introduces the hashtag #stopthepop, where users can post other ways they’re scratching their pimple-popping itch.
Execution 2: Video
“No matter how many blackheads I pop, two more grow in its place!”
Image generated by Sora AI. Based on an original photoshop by me
Summary: Treating acne is portrayed as a battle against a Hydra. When a pimple (head) is popped, multiple grow back. A dermatologist appears and provides some bubble-wrapped Curology ointment, which is used to both defeat the hydra and satisfy the urge to pop something.
Execution 3: Social - Memes
Meme originally posted by u/pixelboy126 on reddit.com
Instagram post template by zeoob.com
Twitter/X post template by tweetgen.com
Riffing off of recent social media trends and memes like the wasp one shown above, this campaign would involve a series of joke images portraying the pimples themselves trying to convince their hosts to pop them in an effort to propagate their species.