Here’s a snapshot of some of my favorite educational campaigns. Scroll to explore creative strategy, results, and real-world assets.
DRIVING PRODUCT ADOPTION THROUGH EDUCATION
Mando Whole Body Education
Helping customers break deodorant habits and adopt a new routine.
Most people only apply deodorant to their underarms. Mando is different, it’s made for the whole body and works best as part of a system, alongside our acidified body wash or cleansing bar. But many customers didn’t understand how to use it or what made it effective.
I designed visual content that made the science feel simple and the routine easy to follow from step-by-step email flows and explainer graphics to bundle-focused ads and landing pages. The goal was to reframe deodorant use entirely, guiding customers toward full-body application and daily system use.
Results
Increased customer understanding of full-body application
Boosted bundle adoption through education on product pairing
Reduced confusion and frustration among first-time buyers
What We Did Next:
As we learned more about customer confusion, we adapted our creative strategy to be even clearer and more behavior-focused. We:
Simplified language across emails, PDPs, and ads to clearly say “for pits and everywhere else”
Designed visual walkthroughs showing how to apply Mando on different body areas
Emphasized the “system” approach by showing how our deodorant works best when paired with the cleansing bar or body wash
Created first-time buyer emails focused on when, where, and how to use Mando, building confidence and reducing support questions
DRIVING PRODUCT ADOPTION THROUGH EDUCATION
Lume Hyperpigmentation Education:
Designing science-backed content to help customers understand how Lume evens skin tone.
Originally known for odor control, Lume discovered through clinical testing that mandelic acid in its products also helped reduce hyperpigmentation over time. We saw an opportunity to educate customers on this unexpected benefit and reposition the product as both functional and restorative.
I designed visuals that simplified the science while empowering users by building trust through clarity, not hype. We used email flows, explainer graphics, and targeted social content to help customers understand how mandelic acid works, who it helps, and why this mattered.
Results
Built awareness around skin tone improvement as a secondary benefit
Created trust through science-backed messaging and clear, approachable visuals
Helped shift perception from “just odor control” to “odor control + skin clarity”
Resonated especially with customers dealing with long-standing irritation or discoloration
What We Did Next:
Integrated skin clarity messaging into the full customer journey from PDPs to post-purchase emails
Created graphics comparing skin tone results over time to reinforce the restorative benefits visually
Used clinical language strategically by balancing scientific terms with plain, empowering language
Re-segmented messaging for users with sensitive skin or post-inflammatory discoloration
Updated retention emails and FAQs to proactively answer skin-related questions and improve long-term product confidence
