Creating IT Cosmetics’ First Global Campaign
IT Cosmetics, known for its dermatologist-developed formulas, needed its first-ever global advertising campaign following its acquisition by L’Oréal. Having previously relied solely on social media marketing, the challenge was to create a breakthrough campaign that resonated with Sephora and Ulta shoppers—striking the balance between coverage and confidence for those with problem skin.
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360 campaign strategy
Tagline/positioning
Campaign identity
Print/web ads
Video + print photoshoot
OOH
In-store signage for Sephora and Ultra
Social videos
Full calendar year of social posts
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ACD at The Brooklyn Brothers
Lead all creative from conception to completion -
Photography - Sabine Villiard
Video Director - Brooke Nipar
Producer - Ilana Galang & Lauren Weitz
Copy - Erin Spector
Account Manager - Kaitlin Struble
Makeup - Charlotte Day
Hair - Bok Hee
Product and social photography by Tom Medvedich
The Creative
The “Believe IT” campaign embraced authenticity and self-empowerment while showcasing product efficacy:
A powerful tagline, “Believe IT,” played on both the brand name and the transformative results.
Before & after imagery labeled as “Real” and “Still Real” reframed the conversation around beauty.
Street-cast models and unretouched photography reinforced transparency and relatability.
Authentic messaging featuring real quotes from models strengthened emotional connection.
