A global brand strategy repositioning Curél as the encourager for people with dry, sensitive skin; empowering “Freedom Seekers” to live life free from inhibitions. The creative platform, Free To, redefines skincare from cure to care, celebrating small, everyday victories through freedom of movement, intimacy, and self-expression.
I helped bring this to life through a strategic brand partnership concept with Uniqlo, merging Japanese science and care. The collaboration envisioned immersive press events, in-store experiences, and the Art & Science of LifeWear pop-up at Tate Modern, uniting skincare innovation with fashion to liberate confidence from skin concerns.
