The opportunity
Perfect Forms had been in the portfolio for years. Solid products, but too many of them. A long list of anti-cellulite creams with overlapping benefits that confused consumers and fragmented the purchase journey. When GdC moved away from the language of perfection toward something more expert and more honest, the line needed a rethink from the ground up
Brand Repositioning · Packaging Design · Campaign · Digital · Social Media · Retail · Professional ChannelMy role
Me and my team led the full repositioning internally: new name, new colour palette, reduced SKU range with clear differentiation across each product. Once the creative direction was locked, I directed the external production to bring it to life across all touchpoints, retail, professional and digital.
The visual direction made a deliberate statement. We shot a strong, muscular woman in motion, not retouched into an ideal, but real and working. The message was transparent: the products support the process, they don't replace it. That honesty became the campaign's backbone.
Result
The product ecosystem reflected the same thinking. A professional cabin treatment paired with resistance bands and a personalised exercise routine created by a personal trainer. The website explained the method. Social channels showed it in action. Retail and professional channels finally telling the same story.
The result was a line that felt coherent with the times, joining the wider conversation around holistic body care and giving GdC a credible, modern voice in a category it had always occupied but never truly owned.
COMPANY: GDC BEAUTY GROUP
YEAR: 2026
CREATIVE DIRECTION LIDYA CORTBERG
PRODUCTION: FILTRO AGENCY
PHOTOGRAPHER: ALEJANDRO BLANES
VIDEO BY: BORJA VIZCAINO
