The Brief
What we walked into.
Launch a new serum in the most saturated category on the internet without sounding like every other beauty ad.
The Work
What we built.
Aya Kwon and Lola Vexo co-created a 'receipts only' format — real skin, real timelines, zero retouching — paired with a transparent ingredient breakdown series.
How it came together
The process.
Trust audit
Pressure-tested the launch claim against the most saturated category online and built the case for radical honesty over hype.
'Receipts only' build
Co-created a no-retouch format with Aya Kwon and Lola Vexo — real skin, real timelines, transparent ingredient breakdowns.
Drop day
Synced creator timelines to the on-sale moment so credibility and availability hit the feed at the same minute.
Proof loop
Surfaced real reviews back into content as the serum sold through, compounding conversion past sell-out.
The Numbers
Where the receipts live.
Sold out in nine hours. The campaign paid for itself before lunch. I've stopped being surprised.
