Social impact project
mustela
Challenge
In a market where more and more brands are talking about naturalness, sustainability, and conscious care, Mustela faced a complex challenge: remain the go-to brand for families while connecting with a new generation of parents who are more demanding, informed, and discerning.
New families look for products that are effective and safe, but they also want to understand what's behind each formula, how it's made, and what impact it has on the planet. It's no longer enough to say a product is natural. You have to prove it.
The challenge was to reinforce the trust built over decades, modernize the brand's perception, and highlight what has always been part of its DNA: the combination of science, naturalness, and commitment to families.
Solution
We created "Mustela. As natural as you are", a campaign that brings the naturalness of the brand's formulas into the reality of families.
Because parenting isn't perfect. It's full of improvisation, toys scattered on the floor, impossible stains, unexpected hugs, plans that change, and moments that never make it into magazine photos. And that's exactly where true naturalness lives.
The campaign connects two worlds that share the same essence: real families and Mustela's formulas. Just as the brand works with naturally derived ingredients, responsible processes, and a strong scientific foundation, families build their best memories through spontaneous, authentic, and imperfect moments.
An idea capable of reinforcing Mustela's positioning from an emotional, approachable, and contemporary perspective, demonstrating that naturalness isn't a trend, but a way of caring.
Families made of natural ingredients
The campaign was built around everyday scenes of family life: real, fun, and relatable moments where parenting appears just as it is.
Moving away from idealized images, we showcase diverse families living spontaneous situations full of truth. A visual narrative that turns authenticity into the brand's core value, culminating in a simple yet powerful message: Mustela. As natural as you are.
Multi-format campaign
The creative concept was rolled out through an ecosystem of assets designed to accompany families throughout different moments of their everyday lives.
We developed digital content, graphics, audiovisual pieces, special outdoor activations, pharmacy activations, and several events where we invited families to discover the composition of the products, learn about the origin of their ingredients, and see for themselves Mustela's commitment to naturalness, science, and sustainability.
A strategy designed to turn transparency into a tangible experience and bring information to consumers in an accessible and memorable way.
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