Skin Blue Filter
Campaign launch

A genuine scientific first — a supplement protecting skin from blue light exposure, from screens and daylight alike. The challenge wasn't the product. It was the category. We had to create it.

The idea was simple: SBF is to blue light what SPF is to UV. A daily essential for modern life, indoors and out. I led end-to-end — concept, art direction, copy, media, experiential press moment, and full-funnel social.

The results: 35% uplift in launch-period sales, 2 million impressions, and coverage across top-tier beauty, wellness and science titles. A new acronym entered skincare culture. SBF.