The campaign Hydration Breaks the Ice positioned Prime not simply as part of the beauty and personal care industry but as a brand that defines it. The message emphasized that this initiative was not about keeping up with the market, but about leading it and setting the standards that others aspire to reach.
Through this campaign, Prime introduced hydration reimagined and standards rewritten, reinforcing its role as a pioneer that pushes boundaries and reshapes expectations.
Campaign reference: Prime hydration campaign titled “Hydration Breaks the Ice” (archived).
Purpose: Establish Prime’s position as a leader redefining hydration in skincare.
Audience: Consumers seeking innovation, leadership, and distinction in skincare.
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