Gel Couture Franchise Refresh Social Media Launch
Essie (L’Oreal Groupe)
Essie reformulated Gel Couture with upgraded technology and a new 15-day wear claim. As part of the global brand engagement team, I helped shape the social launch strategy and led the design and copy for a global Instagram Stories series.
Short on time?
Gel Couture had meaningful product improvements, but the jump from 14 to 15 days of wear wasn’t enough to tell the full story. The challenge was making the science behind the reformulation feel clear, credible, and compelling on social.
How might we make a science-backed reformulation feel chic and playful on social?
Because Gel Couture rolled out at different times globally, we needed a social strategy that could stay consistent while giving each market flexibility in how and when it launched.
Science forward
Use the formula’s product proof points to give the campaign credibility.
We brought the campaign to life through two production moments: one focused on demonstrating the product science, and one on showing how the formula held up in everyday life.
Testing the science
At L’Oréal’s lab, we worked with scientists and product developers to turn technical claims into visual stress tests around impact, flexibility, and shine.
Showing durability in real life
On set, we recreated everyday moments that could chip or scratch a manicure, translating product performance into relatable social content.
I helped manage the broader campaign across agency and creator partners, from briefing and planning through feedback and delivery.
Designing a Q&A series for Instagram Stories
I independently designed and wrote a six-slide Q&A series that translated product claims and anticipated consumer questions into clear, conversational answers for social.
The campaign turned Gel Couture’s reformulation into a flexible social story that could educate consumers across markets while staying consistent with the brand.
The work spanned global strategy, original content production, agency collaboration, and owned creative for Instagram.
Strategy
Building one launch story that could flex across markets