During my six-month contract with Eighteen B, I led the brand’s first lifestyle campaign: The Eighteen B Woman. It was our most comprehensive go-to-market effort to date—rooted in storytelling, community, and authenticity. I developed the creative concept and oversaw full execution across content, influencer, and channel strategy.
Eighteen B is an innovative skincare brand that speaks to women who are tired of the cosmetics industry underestimating their intelligence and offering false hope. They make straightforward, science-backed-products that repair, restore, and protect your skin. Their clean beauty products are made by a team of highly skilled scientists and skincare nerds who would love engaging in real talk about skin health.
Work
Brand Strategy
Launch Campaign
Creative Direction & Production
“Ling is a true multi-hyphenate and an extremely talented one at that - getting to collaborate with her on the Eighteen B campaign, I was impressed by her ability to function as both a creative and a producer every step of the way - she is an incredible communicator and collaborator, has a crystal clear vision, and so adept at bringing together all the right elements to bring that vision to reality.”
“Ling is precise, organized and fun. Working with Ling was so easy as she is completely organized and on top of every detail!”
To bring the campaign to life, I led the art direction and production of a photo series featuring each Eighteen B Woman in her hometown — Los Angeles, Bozeman, and New York City. These shoots were designed to reflect the brand’s ethos through authentic, editorial-style imagery that felt approachable yet aspirational. The resulting content was used across owned channels, press kits, and social media — creating a unified and resonant brand presence.
To amplify reach and build deeper emotional resonance, we hosted a series of intimate events aligned with each featured woman’s community. These included cocktail gatherings, sit-down dinners, and a daytime brunch. Designed as high-touch activations, the events brought the brand’s values offline, allowing us to gather real-time insights, nurture brand advocacy, and foster a sense of belonging around the Eighteen B ethos.
An intimate cocktail event in Bozeman, Montana.
We developed a content series anchored in interviews with each Eighteen B Woman, capturing their take on beauty, health, and confidence. More than just brand storytelling, these interviews created a foundation of evergreen, high-intent content that educated customers on how and why to use the product.
Each story was published on the brand’s blog, The Lab, and repurposed across social and email, serving as both a conversion tool and a gateway into the brand’s science-backed proposition — especially the innovation behind its hero ingredient, B-silk™ protein.
