Bebe: Made Bebe the #1 teen cosmetics brand in Germany

bebe, Johnson & Johnson’s German heritage cosmetics brand, was losing young buyers to influencer-driven start-ups. Teen consumers no longer found the brand relatable or appealing, both in design and tone.

We repositioned bebe as a celebration of being young and carefree — rejecting pressure and perfection in favor of joy and authenticity. The idea redefined femininity for a new generation, restoring emotional and cultural relevance.

• Developed a new packaging design for bebe’s full portfolio
• Launched a cross-platform campaign spanning Instagram, YouTube, and Snapchat
• Created playful, colorful content celebrating self-expression and confidence
• Partnered with influencers and introduced limited-edition Candy Lip Butter & Scrubs, which sold out nationwide
• Production of all assets
• Our actions made bebe sell out across Germany and gained near 300K new followers