Pem Delian - Skincare Campaign Concept & Visual Direction

Pem Delian is positioned as a modern, ingredient-led skincare brand that focuses on supporting the skin barrier rather than promising quick fixes. The range highlights familiar actives such as niacinamide, vitamin C, ceramides and retinol, with an emphasis on calm, hydrated and healthy-looking skin for a wide range of ages. The aesthetic is soft, refined and aspirational, with real-skin textures at the heart of the story.

This project explores how Pem Delian could communicate its ingredient focus and routine-based philosophy across digital channels.

The aim was to translate the brand’s emphasis on education, texture and real results into a cohesive visual language suitable for social media, email and light campaign activity, while also expanding my portfolio into the skincare and beauty category.

The concept campaign brings together four narrative threads:

• Hero ingredients
  A series of tiles that break down key actives - vitamin C, niacinamide, hyaluronic acid, retinol and ceramides - pairing close-up skin imagery with clear benefit-led copy. The layouts are designed to feel editorial yet accessible, suitable for both education and product promotion.

• Routines and textures
  Moodboard-style compositions featuring textures, droppers, product stills and fabric details to express the sensorial side of the brand. These assets are conceived as versatile visuals for launch teasers, content pillars and routine-focused posts.

• Skin stories
  Notebook-inspired testimonial graphics featuring different age groups, combining portrait photography with handwritten-style copy. These pieces frame Pem Delian as a brand that listens to lived experience and champions realistic, healthy skin rather than perfection.

• Product highlights and skin types
  Product-led layouts for hero SKUs such as the cleansing oil, moisturiser and niacinamide serum, alongside educational slides that explain different skin types. The design system allows information-dense content to sit comfortably alongside more emotive imagery.

The work began with an exploration of Pem Delian’s existing visual cues - packaging, tone of voice and ingredient focus - and a review of the wider skincare landscape. From there, I developed moodboards around three pillars: skin texture, ingredient clarity and calm, modern luxury.

Using these principles, I created a modular set of templates that could flex across formats, from static feed posts to stories and simple ad units. Particular attention was paid to type hierarchy, ensuring that benefits and product names are instantly legible without sacrificing elegance.

This project represents concept work developed independently to demonstrate how I would approach visual strategy and campaign design for a brand like Pem Delian in the skincare space.

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