Bioderma
Services
Advertising
Category
Beauty Care
Beauty Care
Client
Bioderma
creative direction
Ludovic Marrocco
Art direction
Laurène Calvez
Copywritting
Marion Bouchez
Year
2022
Need
Need
In 2021, Bioderma France launched a call for tenders to rethink its sales strategy. The request lay between brand identity and advertising, with the challenge of preserving existing codes. We first analysed its values, positioning, and differentiation in the skincare industry before exploring new communication approaches. As a pioneer in dermatology, Bioderma grounds its narrative in science and expertise.
In 2021, Bioderma France launched a call for tenders to rethink its sales strategy. The request lay between brand identity and advertising, with the challenge of preserving existing codes. We first analysed its values, positioning, and differentiation in the skincare industry before exploring new communication approaches. As a pioneer in dermatology, Bioderma grounds its narrative in science and expertise.
Research
Research
The circle, a long-standing symbol of the brand, remained underutilised. I explored its potential through the lens of cellular structures, the micro and macro scales, and the connection between science and skin as a living organism. This exploration was supported by moodboards shaping the visual treatment and artistic direction of the campaign.
The circle, a long-standing symbol of the brand, remained underutilised. I explored its potential through the lens of cellular structures, the micro and macro scales, and the connection between science and skin as a living organism. This exploration was supported by moodboards shaping the visual treatment and artistic direction of the campaign.
Concept
Concept
The circle becomes an enveloping, organic, and modular form—a protective and essential substance. Fluid yet structured, graphic yet geometric, it symbolises a protection that targets, shields, and comforts. Our skin is with us at every moment of our lives; it should not be seen as fragile but as a pillar we can rely on.
The circle becomes an enveloping, organic, and modular form—a protective and essential substance. Fluid yet structured, graphic yet geometric, it symbolises a protection that targets, shields, and comforts. Our skin is with us at every moment of our lives; it should not be seen as fragile but as a pillar we can rely on.
Creation
Creation
We developed this concept through words and visuals, bringing to life the skin we care for. To showcase its diversity, we chose to represent imperfect bodies of all ages and genders, as skincare is not solely a feminine concern—it belongs to everyone. Perfection does not need protection; imperfection speaks to all and anchors itself in reality.
We developed this concept through words and visuals, bringing to life the skin we care for. To showcase its diversity, we chose to represent imperfect bodies of all ages and genders, as skincare is not solely a feminine concern—it belongs to everyone. Perfection does not need protection; imperfection speaks to all and anchors itself in reality.
