Self-care, Tinted.

Client: Aquaphor (conceptual) 

Concept:  Care meets self-expression.

Art Director: Alina Rashid

Idea: Aquaphor is trusted for care but perceived as clinical and outdated by Gen Z. The insight: lip care is no longer just functional, it’s a form of self-expression. By introducing Aquaphor Tints, flavored balms where each shade represents a mood, the brand shifts from purely medicinal to a daily self-care essential that blends healing, identity, and style.