In 2020 COVID-19 and the resulting shift to stay-at-home culture changed the game for Dr Teal’s, one of the fastest growing personal care and wellness brands in the world. Overnight it became a go-to, cost-effective solution to help people relax and reduce stress. We used the moment to launch two new products – Essential Oils Shampoo & Conditioner and Witch Hazel Facial Toner – as part of newly established self-care routines addressing the lack of professional facials and hair appointments. The influencer-led digital marketing campaign included Instagram in-feed photos, videos and stories showcasing Dr Teal’s role in the “new normal.”