Paula’s Choice

We Know Skin

We Know Skin was a global brand campaign designed to reinvigorate Paula’s Choice and mark a clear pivot away from its previously soft, somber tone and neutral tones. The campaign introduced a more colorful, confident expression—activating key franchise colors through vivid, saturated backgrounds—to signal a bolder, more energetic brand personality rooted in expertise.

Spanning multiple touchpoints across digital and retail experiences, We Know Skin became a defining moment for the brand’s evolution. The campaign elevated Paula’s Choice’s legacy as expert product developers and long-standing leaders in consumer advocacy, reinforcing credibility built on decades of research and ingredient knowledge since 1995.

Grounded in education, transparency, and truth, the work focused on demystifying skincare through clear information and science-backed storytelling. By celebrating knowledge over hype, the campaign demonstrated how honest research and proven ingredients lead to the best results—establishing a more expressive, modern brand voice without compromising trust.