Social media · Product launch
A mother-and-daughter organic skincare line relaunching under a new name. The social campaign had one job: introduce Ellements without losing a single person who already loved the formulas.
Where it started
The brief
Every asset in the campaign ladders back to one sentence. It reassures existing customers, and for new ones it does the harder job of explaining that this is a small-batch, organic line made by two people — not another shelf brand.
Success looked like: no drop in repeat purchases through the transition, a feed that finally matches the product, and a content system the founders can keep running after launch week ends.
The rollout
01 · Week 1
Curiosity + saves
Extreme close-ups of texture, droppers, and rose petals with no logo. Copy hints at a new look without naming it. Story polls asking followers to guess what's changing.
02 · Week 2
Reach + comprehension
The Ellements identity drops with the single clearest message in the campaign: new look, same recipes. Side-by-side old-and-new packaging kills any confusion for existing customers.
03 · Week 3
Consideration + traffic
One product per beat — Face Food, Hair Food, Hydration Cocktail, Vitamin Glow — each with a benefit-first hook, one hero ingredient, and a how-to-use frame.
04 · Week 4
Purchase
Customer results, UGC reposts, and the sustainability story close the loop. Paid amplification runs behind the two best-performing organic posts rather than fresh creative.
Content pillars
The food metaphor that runs through the whole line — botanical oils as nutrition, not cosmetics.
Mother-and-daughter process content: micro-batching, blending, labeling, shipping.
Single-ingredient education posts — sea buckthorn, rose hydrosol, pearl powder, rosemary oil.
Glass, refills, and the sustainability commitments, shown rather than claimed.
Product beats
Hero product
$60
Nine botanical oils. One dropper. Firmer, fed skin.
Highest saves
$55
A scalp treatment that lasts three months per bottle.
Entry price
$35
Rice flour, pearl powder, and rose petals for the gentlest polish.
Add-to-cart driver
$25
A rose hydrosol mist you'll reach for all day.
Caption voice
Same hands. Same micro-batches. Same recipes you've been rationing. Something is changing anyway. 🌿 Guess what it is — the first person who gets it right gets a Hydration Cocktail on us.
Paid amplification
Where it lands
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