Challenge

SharkNinja—best known for vacuums and kitchen appliances—was entering skincare for the first time with the CryoGlow LED Face Mask, a device combining red-light therapy with cooling Peltier technology to target under-eye puffiness and dark circles. The challenge: bring a new player into an already mature category dominated by established beauty brands.

The production timeline was also aggressive—roughly 60 days from concept through shoot to support a UK launch. At the same time, the creative direction was evolving as Shark’s ongoing consumer research and concept testing surfaced new insights about what audiences valued in LED skincare devices. Regulatory considerations added further complexity, requiring close collaboration with dermatologists to ensure claims, language, and 3D animations remained compliant with both FDA and UK advertising standards.

Strategy

Our approach focused on building credibility while highlighting differentiation. The creative emphasized the product’s technology, pairing red-light therapy with the unique cooling pelletiers feature, to position CryoGlow as more advanced than existing LED masks.

Because consumer insights continued to evolve throughout the process, the campaign was designed to remain flexible and a full FTE team was “bought out” for the duration of the project. Messaging, visuals, and demonstrations were refined as testing revealed which product benefits resonated most strongly with audiences, while FDA-approved before-and-after imagery helped reinforce efficacy and trust.

Execution

What began as a rapid-turn project ultimately expanded into a six-month production effort involving writers, designers, editors, animators, and production teams. As the scope grew beyond the original 60-day timeline, I worked with the client to facilitate a buyout of key agency resources, allowing our team to remain dedicated to the project and respond quickly as the strategy and creative direction continued to evolve.

In my role as account lead, I maintained near-daily communication with the client while coordinating closely with production and post-production leadership to manage shifting scripts, casting iterations, and evolving research insights. The spot also relied heavily on detailed 3D animation to visualize the product’s technology, requiring close collaboration between creative, animation, and medical advisors to ensure the visuals were both compelling and scientifically accurate.

Results

• Following launch, CryoGlow became the #1 facial skincare device in the U.S., helping propel Shark Beauty to the top position in the category.

• The product entered a fast-growing beauty-tech segment, with LED skincare devices experiencing 50% year-over-year growth in sales.

• The success of CryoGlow contributed to double-digit growth in SharkNinja’s beauty category and helped establish the company as a new player in skincare technology.