The brief

Brand: KAIZEN

KAIZEN is a trendy, minimalist, clean beauty brand. Their name, meaning "continuous improvement," reflects our philosophy. We believe in high-performance, intentionally formulated skincare with a "less is more" approach. The aesthetic is modern, serene, and uncluttered. KAIZEN prioritizes sustainability, transparency, and powerful natural ingredients. And their customers trust them to deliver effective results without unnecessary filler or complex routines.

Product: AURA Multi-Correction Serum

AURA is a high-potency, all-in-one serum designed to simplify complex routines. It targets fine lines, uneven tone, and loss of radiance using a concentrated blend of Bakuchiol, Niacinamide, and adaptogenic mushrooms. It's positioned as the single, essential step for achieving an effortless, radiant "lit from within" glow. It’s 100% clean, vegan, and cruelty-free.

Key product benefits:

• Reduces the appearance of fine lines and wrinkles.

• Visibly brightens and evens skin tone.

• Refines texture and minimizes pores.

• Calms and reduces redness/irritation.

• Provides deep, lasting hydration.

Key product features:

• Star Ingredients: Bakuchiol (Retinol alternative), Niacinamide, Adaptogenic Mushroom Complex.

• Lightweight, fast-absorbing texture.

• Sleek, recyclable glass packaging.

• Formulated without parabens, sulfates, silicones, or synthetic fragrances.

My approach

• I love all things skincare and beauty, so this brief really spoke to me. I want this product!

• The copy focuses attention on the glow while also highlighting a very important aspect of the target audience’s values: saving time. “The new glow standard” and “one step and glow” refer to how this product replaces all others and is the only essential step toward achieving glowing skin.