Paula's Choice: Breakthrough DTC Strategy For Breakthrough Beauty Brand

Best Selling Beauty Author and consumer advocate Paula Begoun had a loyal following. Oprah called her the "cosmetic cop" for calling out skin care brands that did not deliver on their claims. After a private equity firm bought the company, the investors commissioned our team to tell her story and build her brand awareness to increase her e-commerce business.

We produced a long form infomercial and a package of short form spots promoting her breakthrough BHA line of skin care care products. Today, her e-commerce business generates over $70M a year.