The Project

The FIFA World Cup is the largest shared experience on Earth. Billions of people. Billions of emotions. It is also a competition for attention.

Paula's Choice came to the tournament with a chance to re-introduce themselves to global audiences as a modern, high-performing brand that operates on the world stage.

We built the campaign on one brutally honest insight: Scorching sun. Face paint. Dehydration. Late night games. Stressed-out face-touching clogging pores. Being a passionate football fan is brutal for your skin. That handed Paula's Choice a real role in the moment, tied straight to what the brand already stands for: science-backed skincare that helps people feel in control of their skin.

The idea: You support your team, we'll support your skin.

The brand film opens on the Beautiful Game and stays on the faces. Joy. Disappointment. Hope, stretched to its breaking point. Beauty is worn on all of our faces. It closes on the line that carried the whole campaign: Paula's Choice. Proud Supporter of Your Skin.

The Result

This campaign became Paula’s Choice’s biggest-ever awareness moment, creating experiences that connected skincare, sport and community, and made the brand impossible to miss online and offline. We brought Paula’s Choice to one of the world’s biggest stages, generating 100M+ creator video views, activating 4,000+ influencers and reaching 200M+ people across media, PR and social. Most importantly, over 50% of stock sold through at Sephora during the World Cup alone, while organic search surged by 500%, driving unprecedented DTC sales.