Simple makes skin the star

Half of US women say their skin impacts how they feel, so Simple set out to make a splash. With life throwing endless curveballs at our faces—weather, late nights, make-up—you name it—we created an Instagram-first campaign that hit home.

Our insights? Women posted on Insta 540 times an hour. Our solution? Custom patterns inspired by trending triggers to sensitive skin, showcasing diverse women with glowing skin as the hero. Personalisation at scale nudged them from "ooh" to "add to cart," blending awareness with action. The result? Over 1.4M likes, comments, and shares—and plenty of talk. Simple, but brilliant.