Instant Glow Exfoliator Campaign

Goop’s Microderm Exfoliator was launched as a “professional microdermabrasion that you can use at home” so the campaign messaging leaned into authentic relatability. This was the first of many goop campaigns shot with minimized production. No hair and makeup, no script, just Gwyneth and her phone, being herself. In addition, models were photographed with product to round out the campaign.

Multiple cuts were made from the videos that were used across social media, email, website and retail. The campaign became goop’s most successful product launch ever and the product continues to be a best-seller.