MEGA-MUSHROOM DARK SPOT
New Product Launch, Origins 2025
Role: Executive Director of Global Brand Voice
A new product launch to expand the appeal of Origins into a younger market with a wider appeal, keeping up with the new found, fun upbeat brand tempo.
THE TASK.
Previous launches for this franchise had put the emphasis on the powerful mushroom ingredients. While important, the joy of the product had fallen by the wayside, and the ingredients all felt heavy and intense.
On a franchise level this launch needed to revitalize the line with the launch of a dark spot companion product that boosted the performance of an existing brightening treatment.
HOW IT WORKED.
We introduced Your Skin on Shrooms as a bold new direction for the franchise, moving away from past campaigns’ heavier tone. Magic-mushroom-adjacent language, like Step into a Brighter Reality, reinforced this playful shift. An added challenge was ensuring the campaign worked seamlessly across markets - whether launching one or both products simultaneously. We tackled this with lines like Double Down on Dark Spots and the clear benefit-driven Reduce and Prevent Dark Spots with Mega-Mushroom. Beyond product messaging, the campaign also set the stage for a grassroots community movement, resonating deeply with those looking for real solutions to dark spots
THE RESULT.
Mushrooms are having a moment, and this campaign put Origins at the center of it. By bringing fun and playfulness back into skincare, it strengthened the sense of community between Origins and people with dark spots, cementing the brand’s ownership of the mushroom space and revitalizing the Mega-Mushroom franchise.
CREDITS:
Casey Maher: VP Creative
Sylvia Yang: ED Creative
Origins Creative Team