The campaign for the launch of skin care line Recharge by Rodan + Fields in late-2019 produced record numbers for the brand, including more than 600,000 in organic reach, an Instagram average engagement rate 714% greater than the beauty benchmark and the brand's fourth highest performing video of all time on social media.
Cult, a specialist in new-gen, Gen Z and Millennial consumers was hired to oversee the creative two-month campaign.
Karl Velasco, associate creative director, Cult, said, "Beauty brands must now connect with a newly remote, gender-fluid, choice-overwhelmed, fickle audience whilst balancing on constantly evolving digital platforms and using technology to replace physical senses. With almost 40% of adults aged 18-22 showing an interest in gender-neutral beauty products, this is the future.”
Cat Turner, co founder and Global CCO, Cult said, "Having worked closely with Rodan + Fields over the years, and with several projects for 2020 underway, its been essential for us to adapt and evolve to the new beauty standards. With digital-first consumer interactions becoming paramount, creativity and technology are fast evolving to drive community engagement and brand affinity. However authentic human stories remain at the heart of everything that we do.”