NEUTROGENA Bright Boost｜1星期重煥剔透亮澤

Ideation | Storyboard | Tagline | VO Script

Developed campaign concept and copywriting for Neutrogena Bright Boost, a new brightening series launch in Hong Kong.
The campaign aimed to introduce the new formula with a relatable emotional hook — how modern women often neglect their skin due to busy lifestyles and late nights.
Instead of using product claims alone, the story centered on empathy and self-forgiveness through celebrity spokesperson Ah Sa, creating a message that skincare is not punishment, but self-care.

신제품 런칭 캠페인의 콘셉트와 카피를 기획했습니다.
피부 고민을 솔직하게 풀어내며 “다시 시작하는 스킨 리셋” 메시지로 브랜드의 긍정적인 이미지를 강화했습니다.

Creative Rationale

To make “brightening” emotionally resonant, we avoided scientific jargon and built the narrative around a simple truth:

“Everyone carries a bit of guilt about how they treat their skin — but every day is a chance to start fresh.”

Using Ah Sa as the Master of Regret (肌膚懺悔師), the campaign humorously acknowledged daily skincare “sins” (late nights, stress, sugar intake), while re-framing Bright Boost as the solution to restart the skin’s rhythm in just one week.
The tone balanced sincerity and lightness — visual direction emphasized natural lighting, soft pink hues, and a sense of renewal to convey both science and optimism.

일상의 작은 후회를 유머러스하게 풀어내 밝기 케어를 감정적으로 공감할 수 있는 ‘리셋’ 경험으로 표현했습니다.