JEN GUZMÁN
CREATIVE DIRECTOR
Aloe, Beautiful - Key Visual
“Hello, Beautiful.
It’s nice to meet you.
Your confidence. Your strength. Your potential.
It all shines through.
Hello, Beautiful.
We’re in awe of the crown you wear, your hair.
Waves that cascade. Curls that dance. Coils that spring.
Welcome to the power, the magic, of moisture.
Aloe, Beautiful.
Consider this an introduction
To a moisture made for you.
To Aloe-infused formulas that transform.
To textured hair that transcends your imagination.
Aloe, Beautiful.
Say hi and come face to face
With your truest, Most authentic self.
Aloe, Beautiful.
It’s nice to meet you.”
Aloe, Beautiful is an introduction. It’s a way for Maui Moisture to (re)introduce ourselves, introduce Aloe as a solution, and introduce our audience to their truest, most authentic selves. With this idea, we’re saying, “Hi, we’re Maui Moisture. We have what you need: Aloe.” While reinforcing the beauty and confidence that already exists within.
Aloe, Beautiful - Print Ad - Model Option 1
Aloe, Beautiful - Print Ad - Model Option 2
Aloe, Beautiful - Key Visual - Product Focus Option 1
Aloe, Beautiful - Print Ad - Model Option 3 (SELECTED)
Aloe, Beautiful - Key Visual - Product Focus Option 2 (SELECTED)
Flourish - Key Visual
“Growth is not easy.
It all takes care:
Flowers and trees, fruits and leaves,
You and your hair —
Your curls, coils, kinks —
It takes the perfect amount of moisture,
It takes a gift from nature, Aloe,
To blossom and bloom and transform
Into a beauty we sometimes
Can only imagine.
So, make it real.
Find the moisture you need
To give back to yourself,
To infuse into your hair.
To refresh. Rehydrate. Revive.
So you can thrive,
Resilient. Brilliant. Buoyant.
So you can truly FLOURISH.”
Flourish is all about the transformative power of moisture. It’s a way for Maui Moisture to share the benefits of Aloe (and other key ingredients) by paralleling moisture’s role in nature with its impact on hair. Just as moisture is the foundation for lush flora, bountiful blooms, and rich forests, so it is for lush coils, bountiful curls, and rich waves. Maui Moisture wants to see us do more than just live. They know that when we infuse our lives (and our curls) with moisture, we FLOURISH.
Flourish - Print Ad - Model Option 1
Flourish - Print Ad - Model Option 2
Flourish - Print Ad - Model Option 3
Flourish - Print Ad - Model Option 4
Flourish - Print Ad - Model Option 5 (Selected)
Flourish - Print Ad - Model Option 6 (Selected)
FPO
CREDITS
Senior Art Director: Jennifer Guzman
Creative Director: Susan Vargas
Copywriter: Jodeci Richards