Black Rose Concentrate

The Black Rose Concentrate is a $320 antioxidant serum powered by an exclusive Black Rose molecular extract rich in anthocyanins, clinically shown to replump, retexture, revitalize, and illuminate the skin.

Anthocyanins are virtually unknown to the American consumer, so I reframed the ingredient as a Vitamin C alternative and positioned the concentrate as 4x more potent. This gave ingredient-focused consumers a familiar reference point while differentiating the product in the saturated skincare market.

The campaign spanned a full funnel paid social launch, an email series covering product introduction, routine integration, the "Silent Aging" trend, and customer reviews, as well as four PDP images covering ingredient story, texture, clinical outcomes, and the five-step activation ritual.

During the Black Rose launch period, overall skincare performance tracked 57% ahead of its monthly goal with a 289% YoY revenue increase, as the Black Rose launch was the brand's primary focus that month.