Happy 2nd Birthday Skincare on Social Media Launch

Jae Ro and Juliana Brewer, sibling co-founders of the skincare brand Happy 2nd Birthday launched on April 14th, intimately witnessed the side effects of chemotherapy and radiation in 2018. Their father was undergoing a bone-marrow transplant after a six-year battle with lymphoma and the treatments took a significant toll on his skin.

Named Happy 2nd Birthday in honor of their father’s second chance at life post-transplant, the brand debut with four products: Calming Creamy Cleanser, Gentle Exfoliating Cleanser, Pre & Probiotic Face Mist and Oil-Free Daily Moisturizer.

In product development, the brands guiding principles are that ingredients are thoroughly researched, formulations are driven by experts, and the resulting products are safe and worry-free.

We had the pleasure of launching Happy 2nd Birthday on social media. For the full skincare launch we focused on introducing the brand's story and feature their new products using bright, striking visuals with a minimalistic design. Our goal was to educate audiences about the inspiration behind the brand and their products' safe, yet effective, formulations. For the launch and social identity, our creative director Ashley Gould translated the brand’s vision into unique social media identity.

Facebook and Instagram Content

For the launch, we developed content series showcasing the brand’s ethos while creating a clear brand trajectory. The creative includes custom Posts and Stories to showcase the brand and the founders; highlight product benefits and ingredients; as well as host an Instagram contest. Additionally, we created animated Instagram Stickers to use when sharing content on Stories.

Influencer Marketing Initiative

The launch campaign also included influencer marketing which consisted of introducing a number of influencer and media partners to the brand with a custom mailer and product delivery.