Citrus Summer
Summer is a state of being.
A Citrus Summer
Summer Fridays Product Campaign Pitch Deck
The Vision
Summer isn’t just a season, it’s a state of being. It’s the glow of sunlight, the softness of skin after a long beach day, the ritual of self-care that grounds us when everything else feels in motion. Summer Fridays was built on that feeling, the effortless balance between beauty, wellness, and ease.
This seasonal drop takes that vision one step further. Inspired by citrus fuses; bold orange, zesty lemon, and ripe peach, this collection celebrates not only the flavors of summer but the emotions they carry: energy, renewal, and joy. These tones don’t just taste seasonal, they feel seasonal.
Consumers naturally gravitate toward freshness and brightness in the summer months. Craving skincare and beauty that feels lighter, cleaner, and restorative. By tying into these seasonal buyer patterns, we’re creating a collection that is as functional as it is emotional: a product that embodies both the ritual and the reward of self-care
Objectives
The Citrus Summer campaign is designed to capture the vibrancy of the season through bold, citrus-inspired flavors: Orange Picante, Zesty Lemon, and Peachy. Our goal is to align Summer Fridays with the energy and freshness consumers crave in warmer months, driving excitement for a limited seasonal drop. By blending bright editorial visuals with sensory storytelling, this campaign aims to deepen brand affinity, spark social engagement, and create urgency around limited availability, transforming summer rituals into lasting brand loyalty.
Research + Insights
Clean Beauty Market: Valued at $8.3B in 2024, projected +12% CAGR through 2030.
Consumer Behavior: 72% of Gen Z seek “skinimalist” beauty routines (McKinsey, 2024).
Social Proof: “#CleanGirlAesthetic” has 5B+ TikTok views.
Summer Fridays Traction: Their Jet Lag Mask has been featured in 1,000+ TikToks with 20M+ combined views.
Forecast / Looking Ahead
+35% engagement uplift projected on TikTok using “ritual” storytelling.
+20% sales growth on hero products featured in campaign.
Projected 4.5x ROI on social media spend.
Expansion Potential: Campaign sets stage for a Summer Fridays x Travel collab capsule.
By marrying aspirational visuals with cultural trends in clean beauty and wellness, Summer Fridays can strengthen its hold as the go-to lifestyle skincare brand. This campaign is designed to drive measurable growth today while setting the foundation for global expansion tomorrow.
Concept campaign created for portfolio purposes only this deck has not been formally endorsed by the organizations mentioned.