Bepanthen Tattoo Aftercare Campaign
Role: Joint Lead Creative; Art Director; Designer
Tattooists have been recommending Bepanthen Nappy Cream as tattoo aftercare for decades but the time had come to create a global brand campaign that would secure its place as the original and best aftercare product. We needed to show tattooists and first-time tattooees that Bepanthen understands this world – to build on the existing trust from artists and extend that to tattooees.
So Lucy Henshaw, and I created ‘The First Time’, a two-phase, Instagram-led campaign that spoke to our audiences where they speak to each other and didn’t just ‘push product’ – choosing instead to explore and celebrate the stories and emotions behind creating a new tattoo and getting your first one. ‘The First Time’ was quickly embraced by local markets, going live multiple countries.
Deliverables: Creative Strategy & Brand Positioning | Concepts | Creative Direction | Art Direction | Image retouching | Full Asset Design | Global Marketing Toolkit
Tattoo Artists
Hero Video - We created a hero video that could be cut down to smaller ‘moments’ for social channels and sponsored ads. This was unscripted for authenticity – we went through the transcripts and footage and crafted our script from there.
Authenticity.
Authenticity was key. We wanted to reflect what we learned about tattooing – not what we thought we knew.
Details.
We focused on the details – from the clingfilm, to the texture of the paper towel or the application of ink to make our campaign feel authentic.
Care.
It was about reflecting the care and attention to detail that artists give to their work and clients. And how Bepanthen and aftercare are a big part of that.
YouTube campaign page
Tattooees
Celebration.
We wanted to celebrate the personal and uplifting experience of choosing and getting a tattoo.
Inspiration.
Our audience was looking for tattoo inspiration for their first tattoos – something that we could provide through a variety of different designs.
Honesty.
Getting a tattoo hurts. We showed the redness of a just finished tattoo, but didn’t aim to shock or scare. We tried to be honest and reassuring.
Social example – Instagram story
Pinterest profile page
Aftercare card
We also created an illustrated gatefold aftercare card – with the beautiful illustrations of Morgan van Heerden – for tattoo artists to give to new clients and to provide aftercare advice for first time tattooees
Aftercare card front cover
Aftercare card back cover
Aftercare card inside spread