Speaking to an audience gripped by fear in a way that made them listen, without ever coming across as tone-deaf to what was actually happening in the world.
We built “Everyone Cares” as the platform for the relaunch — not a campaign about the brand, but a use of the brand to genuinely help. The first push centered on “Courage to Care”: we partnered with The Cut on a film of people calling someone to tell them they loved them, built product films showing how Everyone’s line helped people care for themselves, and ran a social campaign built entirely from real stories of care.
Underneath the campaign sat the full rebrand: a complete brand book and guidelines (manifesto, logotype, color, image style, typography, patterns), packaging across 40 SKUs spanning bottles, tubes, mailing boxes, influencer boxes, and polybags, seven product benefit films, an Amazon launch, a full website redesign, and the social and influencer campaigns that carried it all.
The best year of sales in the company’s history, and 20M+ campaign reach with an above-average engagement rate.
