Caroline Kessler
IT Cosmetics_cover 4.jpg

IT Cosmetics "IT Girl"

 IT Cosmetics “IT Girl”


 

IT Cosmetics needed a commercial catered to their message of Your Most Beautiful You, while building brand loyalty and community. The product line is designed for heavy cover up– but it was imperative the message never veer into needing makeup, so much as loving a boost to the skin you’re in.

This was accomplished by scripted messaging from the company’s founder, coupled with real users’ unscripted testimonials. I carefully chose bytes that celebrated each woman’s relationship to the product, rather than focusing on the problem they were trying to solve.