This is a Moisturizer.
We Swear.
The Ordinary - Rice Lipids + Ectoin Microemulsion
ROLE
Copy Strategy / Lead Copywriter
CHANNELS
Web, Organic + Paid Social, In-store Signage
YEAR
2025
THE BRIEF
A formulation built on the ultimate paradox: so lightweight people assume its a serum, hydrating enough to be among one of the brand’s best moisturizers.
THE IDEA
We lean into the unexpected using humour on social media and deadpan messaging in our copy, creating a cohesive campaign.
LANDING PAGE
