award of merit
chris@thecanalcolletive.com
RODAN + FIELDS - Love What You See
Rodan + Fields built a cult following based on results. And it showed in glowing reviews, dramatic before-and-afters, and a fiercely loyal community. But as it transitioned from a sales-consultant model to national retail with its Ulta launch, the brand needed to go from cult favorite to skincare go-to on a broader scale. And fast. In a sea of clinical claims and aesthetic sameness, performance alone wouldn’t win.
As we dug into the brand, what was surprising wasn’t that the products worked. It was how much consumers already believed in them. The campaign simply gave that belief a name.
Love What You See.
This platform spotlighted the “after” feeling that comes with skincare that shows results. What made the idea powerful was that it didn’t invent desire; it amplified it. It connected science-backed efficacy with the exhilaration that comes with seeing more than better skin. With Rodan + Fields, you see yourself differently.
And critically, it was built to scale. From anthem films to product stories to social-first cutdowns, every execution laddered back to a single idea: Rodan + Fields changes more than your skin. It helps you love what you see. Because the most powerful transformation isn’t how your skin looks. It’s how you see yourself.
The campaign drove engagement rates 45% above benchmark across paid and organic social. Branded search surged 57%, total search demand hit its highest level since 2023, and 80% of view-through conversions were initiated by our CTV ads.
Nominated for a 2025 Glossy Beauty Award (Best Brand/Sub-Brand Launch Campaign).
