Under the overall strategy of “helping your skin sleep smarter,” The Charles developed relaxing, sleep-focused visuals, with the use of opalescent backgrounds and dark shadow play, to evoke a dreamy state and nighttime setting

In order to demystify the idea of skincare acids, The Charles formed a visual and literal language centered on the transformative power of natural ingredients such as Goji Berry and Wild Plum

For deeper storytelling and product guidance, The Charles created a suite of educational content including simple how-to videos, and emails with tips and informational ingredient breakdowns.