'Squeeze the Day' with Natural Skincare Brand 7th Heaven's Bold Campaign
skincare brand, 7th Heaven,
have announced a major, global campaign ‘Squeeze
The Day’, the largest 360 campaign in the brand’s history. ‘Squeeze The
Day’ celebrates the power of the brand’s extensive
range of nourishing clay, sheet, peel-off and superfood masks in everyday
life, launched with a brand-new, eye-catching creative of bold illustrations
designed by creative agency Cult.
Ranking among the leading face mask brands in the world, 7th Heaven was founded by Gregory Butcher in 1985 and remains privately owned by UK-based Montagne Jeunesse. The beauty brand, who pride themselves on humanist values, are pioneers of cruelty-free and vegetarian beauty, providing consumers with a diverse portfolio of natural skincare products with strong ethics. 7th Heaven are encouraging maskers of all ages, skin types and personalities to ‘Squeeze The Day’ by discovering a mask to cater to their lifestyle and incorporate into their daily routine. With masks starting at £1.00, the brand’s affordable price point and accessibility is celebrated in this new campaign, verifying their world-wide appeal.
The campaign launched across retail, digital and social media to a global audience with a creative of bold illustrations, nodding to 7th Heaven’s playful nature and representing the mood-boosting and invigorating feeling the face masks evoke. Produced and designed by Cult, from Illustrator Katie Edmunds and Beauty Photographer Hanna Hillier, the campaign blends photography, videography and illustration, including a series of self-shot video diaries featuring a community of empowering 7th Heaven ambassadors who have fronted the campaign with their ‘Squeeze The Day’ stories.
- Content creator, marathon runner and body positivity activist, Emily Clarkson
- Model and former Miss England, Hammasa Kohistani
- Chronic illness blogger and campaigner, Jenni
- Mother, blogger and podcast host, Hollie Burgess
- Make-up artist and content creator, Hayley McCourt
- Curve model and garment technologist, Clara
7th Heaven’s ambassadors are real people with a range of lifestyles and personalities, each of whom talk passionately about how they use 7th Heaven masks in their day-to-day lives, inspiring others to discover 7th Heaven and ‘Squeeze The Day’ in their own way. ‘Squeeze The Day’ encapsulates the new opportunities maskers can expect from 7th Heaven’s face masks. From Jenni, who shares how her moments of rest with 7th Heaven give her the strength to fight her chronic illness during dance classes, to Hammasa, who uses 7th Heaven to prepare for and relax after demanding photoshoots, and Hollie, who incorporates 7th Heaven into her busy school run each day.
The key visuals were delivered across retail storefronts on Amazon and social media, including GIFs and an exclusive AR filter. The campaign’s ‘Squeeze Stories’ achieved a record average engagement rate of 8.97%, 12% higher than non-campaign content from the previous month and representing a 430% increase in engagement rate against the industry benchmark of 1.69% (as reported by Social Status, June 2021). Mother, blogger and podcast host, Hollie Burgess received the highest engagement rate for the campaign so far at 14.6%, with her GIF earning a rate of 11.6%.
Celine Delasalle, holistic lead at Montagne Jeuneusse, says: “Our ‘Squeeze the Day’ campaign is reconnecting 7th Heaven to its unique ethos and founding values with a twist, as we put our loyal customers at the very centre. The campaign is characterful, engaging, fun and Instagrammable. We provide naturally opulent, soothing and energising formulations so you can mask your way.”
Cat Turner, CCO at Cult, says: “We assembled a proper girl squad to work with Celine on this campaign. For a brand that provides a best-in-class range of face masks for everyone, this was an important and authentic consideration for us. From the incredible partnership with photographer Hanna Hillier and our Senior Art Director Hannah Smith to working with our in-house illustrator Katie Edmunds, known for her femme-inspired work, it has been a joy to produce. Squeeze the day is all about taking time for yourself so you can tackle anything life throws at you, and we all need a squeeze of that in our lives.”
Hannah Smith, senior art director at Cult, says: “This campaign is the ultimate celebration of accessible beauty. An opportunity for anyone to have a moment of luxury for the change you probably have in your purse. Many of us have grown up with 7th Heaven, these sachets are a staple and most likely the gateway to masking, so it’s been fantastic and nostalgic to give 7th Heaven the public voice we have all been unknowingly living.”
Taking just 10 minutes every day with 7th Heaven will release a ‘Squeeze The Day’ moment. Shop 7th Heaven exclusively on Amazon and follow @ILove7thHeaven on Instagram.
Creative Agency: Cult
Art Director: Hannah Smith
Creative Director: Cat Turner
Category: Beauty & Health , Skin care