BRAND CAMPAIGN

The #ScienceThatCares campaign is a brand strategy developed for Minimalist Skincare, designed to position the brand as a trusted daily skincare partner for urban consumers in the UAE through science-led transparency, emotional connection, and climate-specific solutions.

As the strategist behind this project, I led the research, brand positioning, and campaign development, ensuring a cohesive direction across paid, earned, shared, and owned media channels through the PESO model.

I contributed to building the full brand strategy, from competitor and SWOT analysis to the consumer journey and campaign phasing, alongside developing a key campaign feature — the Minimalist App — which guides users through personalized skincare routines, ingredient education, and loyalty rewards tailored to UAE skin concerns.

Additionally, I worked on translating consumer insights and the buyer persona into targeted messaging, shaping the campaign's tone to bridge the gap between clinical skincare knowledge and everyday emotional relatability for a digitally engaged audience.

Overall, this project reflects my ability to combine research-driven strategy with creative thinking, delivering a campaign that is not only data-informed and culturally relevant, but also builds long-term brand equity and meaningful consumer relationships in a competitive market.