Lana M. Ugurtas

Background

Kiehl's partnered with Sephora to create a product that utilizes cannabis' healing capabilities. Herbal Concentrate will be featured in the newest section in Sephora, focusing on cannabis-based products. Cannabis wellness products are a growing category with a variety of new products that focus on solving various problems. Cannabis is known for its calming abilities and is used for problem skin to help with acne and breakouts.

Ask

Devise a campaign that establishes Cannabis Sativa Seed Oil as a serious skincare ingredient & Herbal Concentrate as a highly efficacious product while recruiting new customers with a 100% natural offering for problem skin prone to blemishes, redness, and discomfort. 

Problem

Even though cannabis stigma is fading and the category is becoming more mainstream and socially acceptable, consumers still associate cannabis with stoner culture and not as an efficacious skincare ingredient. 

Insight

Those who are prone to blemished skin are willing to try new things to achieve clear skin

Strategic Approach

Normalizing cannabis as an efficacious skincare ingredient by exploring the power of herbs

Creative Solution: POWER OF HERBS = A MARRIAGE OF SCIENCE AND NATURE

As a nod to Kiehl's spirited sense of “handmade” apothecary art, we used a mixed-media collage to illustrate the efficacy the balance between nature and science creates when it comes together in Cannabis Sativa Seed Oil.