The Challenge

Vitamin C is one of the most coveted ingredients in skincare, backed by decades of research, dermatologist recommendations, and its ability to deliver an instant glow. But the holy-grail Vitamin C serum came with a $185 price tag, which is out of reach for most Gen Z women.

The Opportunity

When prestige competitors’ Vitamin C patents expired, e.l.f. SKIN could give Gen Z the
gold-standard glow without the luxury markup.

The Insight

Glow is confidence, and confidence is the ultimate social currency.

The Strategy

Show Gen Z that “luxury” Vitamin C is making you pay extra for the label. Bright Icon delivers the glow, the confidence, and all the VIP treatment, without the hidden fees.

The Execution

We cashed in on Gen Z slang and borrowed the cues of luxury credit cards to turn Bright Icon into the ultimate status symbol.

A face card that never declines.