Perhaps the only thing more frustrating than the cellulite 9 out of 10 women deal with is the false information about the condition and how to effectively address it. Misinformation that has precipitated a lengthy list of temporary “solutions” that range from diet and exercise to a variety of lotions, potions, and scrubs that only add to consumer skepticism.

We needed to shift the narrative of cellulite away from shame or frustration and lay down a foundation that accepts one’s right to feel confident about seeking cellulite treatments.

Focusing on the formal and factual educational content about cellulite that triggers women to proactively research and seek ways to address cellulite was important. The need to debunk cellulite myths and acknowledge discontent with current treatment options would help women identify why they should prioritize body aesthetics. We needed to build a qualified audience through engagements and retarget for future branded activation.

In a woman’s quest to evolve her personal aesthetic, she goes to great lengths to experiment with treatments, programs, and procedures: from the color and style of her hair to the pout of her lips. As she realizes success in virtually all her aesthetic endeavors, the one area that is the bane of her existence and the pain in all of her beauty aspirations is her butt. Her cellulite, to be more specific.

For so many women, cellulite is a complete mystery. To effectively educate women about their cellulite, we had to become part of their inner monologue. Answer their questions. Debunking cellulite myths and lies. And, most importantly, letting them know that cellulite isn’t their fault. That quite simply, cellulite is a byproduct of a woman’s biology.

We created a fantastical, parallel cellulite world with answers to questions women have been asking forever; generating interest through authenticity.

Before we could effectively explain the proven scientific and biological reasoning behind cellulite, it was important to conduct thorough research around the cellulite category and define who is most affected by cellulite. After gathering cellulite consumer data points (market size including age, cellulite treatment experience, cellulite severity, needs, etc.), we classified consumers into four segments with unique attitudes, preferences, and behavior.

Despite the distinctive consumer segments, there was one area of consistency: women were sick of misleading, inconsistent information and are seeking effective treatment for their cellulite on the internet and social media.

By leveraging the consumer data collected, the really cellulite.™ campaign launched a website, Facebook page, and Instagram page to increase consumer awareness and understanding of cellulite, address misconceptions about cellulite, elevate cellulite as a body priority, and bring cellulite to the forefront of aesthetic discussions.

The really cellulite.™ campaign is aimed at educating women about those booty bumps that no one really wants to talk about. To approach this taboo topic, we needed a fresh and quirky design aesthetic that carries through the brand tone and palette at every chance—from wardrobe to props to the colorful backdrop. Bold, pop-y art direction with unconventional undertones creates a sense of whimsy while grabbing attention in digital and social environments. Individual sets were designed and constructed for each vignette, flooded with vibrant color and minimal propping to keep the focus on our heroes and the subject matter. To create depth, dimension, and allure in the compositions, geometric shapes were utilized throughout sets as props in addition to wall cutaways. These shapes often allude to the subject matter and help frame and highlight key elements. These graphic and eye-catching visuals complimented the tone and attitude of the conversations. Since cellulite can be a sensitive subject for many women, our illustration style adds levity to this discussion and makes it easier for women to talk about something that’s usually kept under wraps—and hemlines. Working within the brand palette, the flat vector illustration style uses clean lines and geometric elements to build on the overall bold aesthetic. Ultimately, this playful and vibrant style converges to help lighten the mood around cellulite and normalize the conversation around those derriere dimples.

Implementation: Digital Focused

Placement: Video/OTT, Social, Custom Content, Native/Display, Paid Search

Scale: National Campaign

Brand Relevance: Condition awareness for cellulite

Touch Points: Digital, social (FB, IG), CRM

Methods and process: Video/Photoshoot

Timeline: Launched 01/2021

*In the Media information section, .com and IG are presently still live, but paid/organic media paused. Jan 2021 - Present

The response is tremendous. Initial performance shows effective reach and high engagement through strong social, site interactions, and earned media buzz.

• 856,000 Unique Visitors to ReallyCellulite.com

• 87% Online Video Completion Rate

• Over 9.9MM Social Engagements

20,000 reactions

10,000 saves

2,000 shares

1,000 comments

13.5% of Instagram viewers clicked through to ReallyCellulite.com

• The multimedia news release was picked up by 143 outlets, generating 167MM impressions, including AP News, Yahoo and MarketWatch.

To further engage media, 15 desk side meetings were booked with top-tier long- and short-lead editors, representing over 25 media outlets including Allure, ELLE, Real Simple, Coveteur and Essence. These generated multiple story leads and helped secure meaningful brand coverage at FDA approval.