Established in 1847, Thayers is the #1 toner brand in the US, best known for their iconic Witch Hazel Facial Toner which has over 100k 5 Star Reviews.
With a fusion of plant and dermatologist actives in every formula, Thayers is dermatologist tested and backed by science and will take focus on showcasing their formula efficacy, real results on skin and relevant skincare innovations in the months to come.
Created in partnership with McCann New York, a new campaign from cult-favorite skincare brand Thayers Natural Remedies showcases the brand’s modernized positioning, a testament to Its understanding of Gen Z’s culture, lifestyle, and skincare needs.
The creative brings a modern tone of voice with relatable, sometimes irreverent language and features models with “imperfect” skin, a mark of the brand’s mission to be down for your skin no matter what your lifestyle may bring.
The visual style, from director Matt Jones, Is bold, confident and In your face, with camera angles that get closer to skin to really showcase Its natural beauty. Watch below
REELated:
The brand is now building out a full skincare routine centered around their highly effective toners for better-looking bare skin: smaller pores, smoother texture and more even tone.
The global campaign will launch on April 3, 2023, and will run across social, digital, and TV.
CREDITS:
CLIENT: Thayers
- Jamel Boutiba – DIRECTEUR GÉNÉRAL INTERNATIONAL @CONSUMER PRODUCTS DIVISION
- Brenna Stone – Global Vice President, Marketing
- Devon Hawkinson – Global Brand Manager, Marketing
AGENCY: McCann New York
- Nathan Minetti – VP, Global Account Director
- Gerard Harris – Account Lead, L’Oreal
- Maeve Hughes – Account Supervisor
- Roger Kilmartin – EVP, Executive Creative Director
- Linda Phillips – SVP, Group Creative Director
- Jen Abujawdeh – Senior Art Director
- Shaunequa Brathwaite – Creative Director
- Amy Buchanan – Strategy Director
- Anthony Siano – VP, Operations Director
- Debbie Dunlap – SVP, Executive Producer
- Alexandra Nish – Producer
