Rationale

Jan 2024

The Beautiful Balm Collection by Rationale is a skincare campaign centered on tactile beauty and the high-end application of product formulas. The imagery utilizes soft, diffused lighting and clean studio compositions to emphasize skin radiance, texture, and refined aesthetic detail. Through macro photography and editorial portraiture, the campaign documents the subtle pigment distribution of the balms alongside intimate, close-up framing that captures the interaction between skin and product. Photographed by Justin Ridler, the project features minimalist styling with hair by Lok Lau and makeup artistry by Shella Ruby Martin. The visual narrative leans into warm tones, soft-focus movement, and crisp typography to highlight key ingredients like hyaluronic acid and ceramic shields, grounding the campaign in a professional, commercial aesthetic.

Clean

Skincare

Advertising Campaign