THE SEARCH FOR SERUM

Visual Direction / 2023

Finding the right serum can be overwhelming — What ingredients do what? When should I use it? What are my skin’s real concerns and needs? That’s why L’Oréal asked us to create a localized campaign to help consumers navigate the jungle of skincare. They brought together influencers, skinfluencers, and dermatologists from across the Nordics to take part in "The Search for Serum."

The campaign’s format was a Q&A session where they addressed the most frequently asked skincare questions, many of which are searched on Google. To emphasize this, we used the visual language of a search bar throughout the design. The setting is clinical, yet with a Parisian touch — sleek panels in the background stay true to L’Oréal Paris’ identity while maintaining a look that resonates with Nordic consumers. The makeup, styling, lighting, and retouching are all toned down, ensuring the campaign feels aspirational but grounded, especially since global L’Oréal campaigns are often criticized for being too distant or overly retouched.

And yes, there was actually no retouching done to their skin, so I guess the serum really does work?

Client / L’Oréal Paris
Concept / Peter Conlan
Visual Direction / Signe Jørgensen
Photographer / Oliver Knauer