Good Night to your Skin

Creative Director: Eugene Kaminskiy, Bohdan Musiiets Art Director: Oksana Mishura Copywriters: Kateryna Goryslavets, Kateryna Klafas, Daria Zakablukovska Designers: Tetyana Storcheva Client Service Director: Yuliia Gurenko, Olga Rozhankivska Account Manager: Olga Kovalevych Account Director & Creative Excellence Director: Romanna Lobach Producer: Yuriy Sklyaruk, Video Editor: Oleksiy Griban  

Four years of war turned night sleep into a luxury in Ukraine, disrupting melatonin production and the skin’s natural night-time recovery.  Unable to sleep, Ukrainian women stay active online at night, exactly when their skin needs recovery the most. So instead of advertising a night cream during the day, we made night Vichy’s prime time. We used behavioral targeting to reach women during late-night scrolling and drive them to e-commerce with a clear message: Minéral 89 Night helps skin recover even when people don’t sleep. But the real strength of the campaign was redefining how media works in the category by turning night-time targeting from a tactical tool into the core of the communication idea itself. During the day, the idea flexed across contexts — from night-time scrolling to morning commutes, influencers, and retail. Each touchpoint was reinforcing the other and guided the audience through a continuous journey. This created a seamlessly integrated ecosystem built around one truth: you can catch up on sleep, but not your skin. The campaign reached 9.7M people, delivered +29% higher night engagement, made the product a Vichy’s top seller online, and increased market share by +4.6 p.p., reaching the all-time high.