The opportunity
Germaine de Capuccini had a cleansing problem. Not with the products, the formulas were strong, but with how they existed in the portfolio: scattered, unnamed, without a point of view. As the brand moved toward a clear expert positioning, we saw an opportunity to change that.
Brand Launch · Packaging Design · Campaign · Digital · Social Media · ExperientialMy role
I led the creative and production process in close collaboration with the external agency, working as an integrated part of the team. We unified the cleansing range under The Cleansing Expert, built around double cleansing as the foundation of any serious skincare routine.
The creative direction was a deliberate departure from GdC's heritage. Black and white packaging stripped back to the essentials. Androgynous casting across skin types and genders. Photography and video that leaned into texture and scent, sensorial, modern, confident. The kind of image the brand had never used before.
Result
Communication ran across consumer and professional channels simultaneously, with education at the core. The expert claim in the name had to be backed up at every touchpoint.
The result was a line that repositioned the brand in a new aesthetic territory, opened the door to a younger audience and delivered measurable sales growth in its first year.
COMPANY: GDC BEAUTY GROUP
YEAR: 2025
CREATIVE DIRECTION LIDYA CORTBERG
PARTNER AGENCY: PLANTA16
PRODUCTION AGENCY: IGLOO FILMS & FILTRO AGENCY
PHOTOGRAPHER: PAULA CONSTANTINO & ALEJANDRO BLANES
VIDEO BY: ROSARIO LA MASTRA
