The key benefit of C-Rush Brightening Gel Crème is the 24-hour hydration. When our team tried it for the first time, the only way we could describe our skin was moist. Yes, we know the word is cringey, but we also knew we had to act on this concept! Our objective was to depict C-Rush Brightening Gel Crème's 24-hour hydration claim in a fun and relatable way.
A key part of OleHenriksen's brand identity is making skincare #adulting fun in a way that can relate to our audience. We also love testing the boundaries of the beauty space and decided to do something that no other skincare brand has done before: create a thumb-stopping music video about our product. Our goal was to use humor and music to catch the attention of our audience and educate them on our Vitamin C moisturizer that delivers 24-hour hydration. We knew this would work because we've seen this type of eye-catching content before.
This video opens with a girl in her bathroom applying C-Rush on her face. She can't help but say, "My skin feels so…MOIST!" Her bathroom suddenly turns into a club and she begins to sing about how everyone hates words like "panties, squirt, and moist." But we shouldn't be afraid of these words, especially when C-Rush Brightening Gel Crème makes your skin feel that way!
The results were amazing! Our followers who hate the word moist admitted that even though they dislike the word, they couldn't stop watching this video. Across all channels (Instagram, Facebook, YouTube, Twitter), this video garnered over 452K views and is the brand's most viewed video on YouTube.
Here are a few comments our followers posted about the video:
@fadri on Instagram said "@dofuhua omg I had to tag you!!! Ahahhaha your most hated word: #moistmoistmoist".
Bella Berg commented on YouTube saying, "I now have this song memorized."
Through this video, we were able to get our audience on social excited about our product in an unconventional way. We even saw a 25% spike in the product!