Video directed by Maira Rodriguez and animated by Camilo Salas (In-house designer)
The Challenge:
Rodher Cosmetics worried about losing relevance with younger generations. During the pandemic, they noticed Gen Z spending more time than ever on social media. Recognizing this as a unique opportunity, they set out to capture the attention of their audience. But the question remained—how?
The Solution:
Rodher Cosmetics introduced a vibrant new nail polish collection inspired by the latest fashion trends of the time, including pastel hues and tie-dye patterns that captivated Gen Z. To amplify our message, we partnered with an influencer who embodied our brand's values and reflected the colourful essence of the Rodher world. This launch was further supported by engaging social media content that brought the collection to life.
Description
Art Direction: Maira Rodriguez
Design: Art Direction Maira Rodriguez, Execution Camilo Salas
Photography: Sebastian Moreno (Influencer Photography) and in-house photographer (Product Photography)
Brand: Cosmeticos Rodher
I had the opportunity to design this collection from scratch for Rodher Cosmetics. This new collection targeted teens and young adults aged 13 to 21. The main goals of this campaign were to connect the Rodher brand to a younger audience, encourage audience sharing on social media, and, of course, prompt them to acquire the five new shades of the collection.
I carefully selected the shades for this collection and collaborated with the team on naming them. I was tasked with planning the visual concept and an influencer collaboration, which is crucial for attracting such a demanding and trend-savvy audience. The collection was launched during the pandemic through social media in Colombia and Ecuador. I am pleased to say that it was a major success, exceeding sales expectations by three times in the first quarter. I would be more than happy to share more details about this social media campaign and our success. Feel free to contact me on LinkedIn.
TikTok with outfits matching the nail polish shades and nail art
The Process
The Result
Influencer 2021 Colection By Rodher, Art Directed and created by Maira Rodriguez for Rodher Cosmetics
Nail Polish in shade Crush
Nail polish in shade selfie
Flyer
Photo shoot Art Directed by Maira Rodriguez with infleuncer Paulina Usuga
Photo shoot Art Directed by Maira Rodriguez with infleuncer Paulina Usuga
Photo shoot Art Directed by Maira Rodriguez with infleuncer Paulina Usuga
Instagram challenge
Instagram Feed art directed by Maira Rodriguez
Back The Scene Photos
