07/23/2026
People don’t buy products.
They buy what those products allow them to become.
When we started working on Richual, we realized the story wasn’t about skincare or wellness products.
It was about women.
Women who spend their entire day taking care of everyone else, often leaving themselves until the very end.
That insight became the foundation of the campaign.
Instead of showcasing product features, we followed a day in her life. Every scene was intentional. Every product appeared exactly where it naturally belonged.
The period cramp belt wasn’t introduced as a product. It became relief during an ordinary moment.
The LED skincare wand wasn’t positioned as another beauty gadget. It became one small act of self care before the day came to an end.
The message was simple:
“While you take care of everything else, we’ll take care of you.”
That’s what strategy looks like.
Finding the story your customer already lives, then building your brand around it.
WomenWellness CreativeDirection Surkush
