Instant Age Rewind Concealer

GLOBAL 360 CAMPAIGN A cult classic reimagined: the do-it-all concealer. Instant Age Rewind was the best drugstore anti-aging concealer, but by 2019, it had evolved into a cult classic. Professionals, creators, and everyday users had turned it into a multi-use essential, using it to brighten, sculpt, and perfect.

Social media had changed the way people learned about beauty, with users teaching each other how to push products beyond their original purpose. The brand needed to catch up, shifting the perception from a concealer for mature skin to a staple for everyone.

The campaign leaned into versatility and self-expression, showcasing how the product fit into real beauty routines with a playful, creativity-driven approach. A fresh visual direction replaced clinical, anti-aging messaging with something modern, fast, and creator-driven, reflecting how people were actually using it.

As Associate Creative Director at GOTHAM (Beauty@Gotham), I led the global 360 for Instant Age Rewind Concealer — global 360 art direction, lead designer for layout and all graphics — with the support of the Creative Director and production team.

The work caught the brand up to its own audience: by 2019 professionals, creators, and everyday users had turned a drugstore anti-aging concealer into a multi-use cult classic — brighten, sculpt, perfect. I replaced clinical anti-aging messaging with a modern, fast, creator-driven direction that reflected how people actually used it, expanding the audience to a new generation while keeping its longtime fans.