Paula’s Choice

“The One” 2% BHA Campaign

This campaign brought Paula’s Choice 2% BHA to life through a series of authentic, high-impact hero visuals designed for both in-store and online use. The campaign captured genuine proof and personal stories that built trust and showcased visible results. With a fresh, clean aesthetic that reflected the brand’s core values of truth, knowledge, and high-performance skincare, the visuals highlighted natural confidence and healthy, glowing skin and hard launched our new brand color, Truthful Teal. Consumers were portrayed with relaxed energy and authentic movement, creating an aspirational yet approachable tone that felt real and relatable. The imagery balanced science with emotion—proving that skincare doesn’t have to be confusing or intimidating. The final campaign communicated the core message of Paula’s Choice 2% BHA as a transformative, clinically proven essential: simple, effective, and loved by millions.