St Ives: Hey Mum Campaign (Native Advertising)

The client’s issue is a launching of the new product’s line for men’s face care market. The reason, why St Ives needs the content strategy for its new campaign is a fast-moving track of growing and changing in the male’s cosmetic market during the last years. Today the men’s skin care part of market is growing dramatically fast and becoming more competitive that it was in pastime. According to Independent, the UK’s market was valued on 14.8 bn pounds in 2015, significantly showing the trend of growing up and valuing place in the whole cosmetic market in the UK (Wang, 2016). The problem: British guys, who are my target audience, do not think about purchasing face care goods. The solution: their relationships with female`s relatives, who are interested and purchase face and body products.


Represents the modern relationships between the British 18-24 years old guys and their mothers.
#heymumxx #nativeadvertising #aboutmums

Team Credits

Alena Kroshechkina

  • Message
  • Art Director

Project Tags


  • University Of The Arts London

    University Of The Arts London

    • Design & Creative

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Alena Kroshechkina
Art Director