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ESPA Route to Radiance

People traditionally thought of ESPA as a safe premium skincare brand – a perception holding the brand back from connecting with a younger audience. That is, until we stepped in to challenge this thinking with a campaign designed to totally reframe its Optimal range.


What we did

Our vibrant 360 Route to Radiance campaign brought the brand’s products to life. From in-spa events and gifts-with-purchase, to social posts, PR, POS and visual merchandising – all the work we did complemented the existing packaging, with youthful models and bright yellow backdrops bringing out ESPA’s therapeutic and re-energising qualities.


How it worked

The main campaign sparked a surge in social engagement, attracting more than 9,000 new engagements and 175% more comments. In just one month, the brand featured in nearly 150 pieces of press in titles including, VOGUE, Women’s Health and Natural Health, as well as online coverage in GQ, Elle and Get the Gloss among others. The campaign gave the brand lasting visibility and reach in a new younger market, and has since continued to flourish.