EcoTools Rebrand Campaign

Always Authentically You

spec work - cpg | beauty, skincare

The Brief:

EcoTools — a vegan, cruelty-free beauty brand established in 2007 — had strong sustainability credentials but a lackluster presence in an increasingly competitive beauty market. As a copywriter/art director team, we identified an opportunity to make the brand resonate with younger audiences.

The Strategic Shift:

Rather than leading with EcoTools' earth-friendly mission, we shifted focus to the human, relatable benefit: products that let you be unapologetically yourself. That insight drove everything — tagline, campaign concept, and creative execution across print, OOH, digital, and social.

Campaign Tagline:

Always Authentically You

OOH Billboards

"Make No Filter Your Best Filter"
"Never Blend In"
"Mirror, Mirror"You won't need a mirror to tell you what you already know: You're the fly-est of them all.

[Billboard mockups below]

Instagram — Organic & Influencer Activation

Organic grid:"Make No Filter Your Best Filter""Authentically. Effortlessly. EcoTools.""Always Authentically You"
Digital Takeover — UGC Campaign:"What does it mean to be authentically you?"
We invited influencers to get real with us — asking them to share what authentic beauty means to them in their Instagram Stories. Then we turned it over to our audience:
"What does authentic beauty mean to you? Share your answer in your own Instagram Story and tag us to be entered to win a $200 EcoTools gift card."

[Social mockups and influencer content below]

digital ads

"Make No Filter Your Best Filter"
CTA: Time to be you
"Makeover, makeunder." Just make sure it's the best version of yourself.
CTA: Time to be you
[Digital mockups below]

print

Single-page:"Always Authentically You”
Go glam. Go incognito. No matter what look you're going for, EcoTools wants you to feel good being you.
Double-page spread:"Make No Filter Your Best Filter”
Go glam. Go incognito.
[Print mockups below]