Pipette Baby Skincare | Gentle, EWG Verified, Pediatrician Approved | Clapboard

What’s This?

Description

In 2022, BarrettSF launched its inaugural campaign for Pipette, a baby and mom skincare brand dedicated to creating gentle and effective solutions tailored for babies' sensitive skin. Titled Peace of Mind with Pipette, this film campaign was published in the United States and positioned Pipette as a trusted ally for parents navigating the uncertainties of parenthood. By emphasizing Pipette’s clean product credentials—including EWG Verified™, Leaping Bunny Certified, pediatrician approval, and hypoallergenic formulations—the campaign highlights the brand’s commitment to safety and transparency. The core message reassures parents that with Pipette, the skincare choice is no longer a source of worry, allowing them to focus on the more unpredictable aspects of parenting, such as deciphering mysterious stains. Since its initial market debut in 2019, Pipette has rapidly expanded its reach both online and through major retailers like Target, Amazon, Walgreens, and buybuyBaby, cementing its place within the personal accessories and baby care industries. This campaign effectively bridges the brand’s ethos of clean, trusted skincare with the everyday realities of parenting, inviting consumers to engage confidently with Pipette’s offerings. For more information about Pipette and its product range, consumers are directed to the brand’s official website.

Credits

Client

Pipette

Agency

BarrettSF

Chief Creative Officer

Jamie Barrett

Creative Director

Aryan Aminzadeh

Art Director

Daisy Serafini

Copywriter

Brianna Gross

Account Management

Marisa Buss, Colleen Ridder, Satara Post

Producer

Conor Duignan, Charlotte Dugoni, Thibaut Estellon, Kristi Lippa, Katrina Kuss, Dillard Brown

Production House

Reverse

Director

Java Jacobs

Cinematographer

Maya Bankovic

Post Production

Whitehouse Post, Glorily Velez

Music

Citizen Music

More like this

Sunscreen You Can’t See - Neutrogena | Clapboard Ad Archive

Neutrogena’s Sunscreen You Can’t See campaign, crafted by BBDO for the 2025 United States market, introduces Ultra Sheer as a transformative product in the beauty category by addressing a longstanding consumer pain point: the visible white residue that traditional sunscreens leave on skin. This campaign leverages the directness of FORMAT#7 PRESENTER TESTIMONIAL, a format where a trusted figure directly communicates product benefits, with John Cena serving as the charismatic face who demonstrates the sunscreen’s invisible application and superior protection. Cena’s association brings immediate credibility and broad appeal, bridging the gap between skincare efficacy and everyday usability for diverse audiences, including men who might typically overlook beauty products. The film succinctly captures the product’s dual promise of maximum sun protection paired with an invisible finish, challenging entrenched perceptions of sunscreen as a cosmetic compromise. Neutrogena’s Ultra Sheer is positioned not merely as a skincare necessity but as a modern beauty essential that aligns with contemporary consumer expectations around seamless, no-trace personal care. By foregrounding Cena’s testimonial delivery, BBDO ensures the message is both relatable and authoritative, reinforcing Neutrogena’s leadership in innovative skin health solutions. The campaign’s strategic emphasis on aesthetics and performance underscores an evolving beauty landscape where function meets form without concession. Clapboard rates this campaign 58/100 in its global creative archive. This campaign matters to the industry because it demonstrates how a heritage beauty brand can recalibrate category conventions through a credible influencer-led testimonial approach, signaling a shift toward authenticity and functional transparency in sunscreen marketing.

Campaign Proposition

The campaign “What’s This?” by BarrettSF for Pipette positions the brand as a trusted solution in the baby and mom skincare market, emphasizing safety, transparency, and simplicity. By highlighting Pipette’s clean, pediatrician-approved, and ethically certified products (EWG Verified™, Leaping Bunny Certified, hypoallergenic), the campaign promises parents peace of mind when selecting skincare for sensitive baby skin. The core value proposition is reducing parental anxiety linked to product safety, enabling caregivers to focus more on the unpredictable challenges of parenting rather than second-guessing skincare choices. Strategically, the campaign leverages a relatable insight: parenthood is inherently filled with uncertainties and questions. By framing Pipette as a reliable and question-free choice amid these complexities, the brand taps into the emotional and practical concerns of new parents. The creative angle uses everyday parenting scenarios to reinforce this message, implicitly contrasting the simplicity and trustworthiness of Pipette products against the broader market’s potential confusion or skepticism. Targeting U.S. parents through film media and online platforms, the campaign supports Pipette’s expansion into both digital and traditional retail channels, including major stores like Target and Amazon. This approach integrates a strong clean-beauty narrative with consumer values around ethical sourcing and safety certifications, effectively positioning Pipette within the competitive beauty and personal care landscape for children.

Creative Device

FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution. This campaign is structured around the familiar uncertainty parents feel regarding products for their babies’ sensitive skin—signaled by phrasing like “Parenthood already has enough questions” and references to “life’s big parenting mysteries.” The narrative sets up this tension (problem), then immediately presents Pipette as the solution: “We make clean products you never have to question.” The framing emphasizes resolving the parental anxiety about safe skincare choices, directly embodying the “show the problem, then solve it” creative device. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Welcome Home - House of Puff | Clapboard Ad Archive

Welcome Home by House of Puff transforms the conversation around luxury cannabis with a visually immersive campaign that positions the brand at the intersection of modern living, beauty, and cannabis culture. Set within an elegantly designed home, the film is an intentional showcase of House of Puff’s accessories, each room purposefully mirroring the color palette of the products, home décor, and the founder’s wardrobe, thereby extending the brand’s premium sensibility into every aspect of the environment. With creative direction from Skyscraper Creative, the campaign presents House of Puff not merely as a provider of functional products but as a curator of a complete lifestyle — one where affluence, comfort, and design-forward cannabis seamlessly coexist. Moving through spaces like the Galactic White kitchen, which blends culinary artistry with the ritual of cannabis, to intimate vignettes that spotlight the brand’s accessories as objects of both daily use and visual refinement, the spot articulates a vision where cannabis is a natural, tasteful extension of personal style. By casting the founder herself as the guide through this aspirational space, House of Puff leverages authentic leadership and relatability while delivering a brand narrative without resorting to the conventional before-and-after or problem–solution arc — a creative technique that sits squarely within Clapboard’s FORMAT#10—Associated User Imagery classification, highlighting a user profile its target audience can directly identify with or aspire to emulate. The narrative also extends seamlessly into retail, with the Welcome Home shop-in-shop activation at the Etain Dispensary in White Plains, NY, translating the cinematic warmth and tactile luxury of the film into a real-world setting, and inviting consumers to experience the products in context. This campaign is meticulously tailored to an upscale, discerning audience, positioning House of Puff as the essential touchpoint for those seeking to weave cannabis accessories into the fabric of contemporary home aesthetics while reinforcing the brand’s commitment to quality, sophistication, and inclusive leadership in the emerging luxury cannabis market. The campaign earns 64/100 in Clapboard’s global creative archive. In advancing user-driven imagery in a cannabis context, Welcome Home by House of Puff signals a broader shift in the category towards authentic, design-centric lifestyle storytelling that resonates with high-end, culture-seeking consumers.

Vitamin Perfect - Spawake | Clapboard Ad Archive — archive collection thumbnail

Vitamin Perfect - Spawake | Clapboard Ad Archive

Spawake’s Vitamin Perfect campaign, launched in 2023 by Hakuhodo, introduces the Triple Care Serum Mini with a coherent creative conviction that capitalizes on the surging consumer appetite for both convenience and credibility in the crowded beauty market. The campaign leverages Spawake’s Japanese skincare heritage and affinity for sea-derived ingredients, positioning its skin-brightening serum as not just a ritual, but a reward — feeding consumers’ innate curiosity to discover instant glow in a compact, easy-to-try format. What Clapboard’s taxonomy would classify as FORMAT#8—Ongoing Characters or Celebrities, the campaign centers its asset around celebrity ambassador Mouni Roy, deploying her star power as the nucleus for brand recall and aspirational pull rather than relying on didactic product demonstrations or narrative vignettes. Her presence seamlessly bridges the promise of confidence and effortless radiance, signaling trust and immediacy to a demographic motivated by results-driven, on-the-go solutions and the exclusive appeal of limited edition drops. By employing a digital-first distribution strategy and contemporary hashtag mechanics like GlowOnTheGo and Japanesesecret, the work reframes Spawake from a commodity skincare player to a badge brand rooted in experience and modernity, nudging trial via the mini pack while establishing a clear ladder to the full-size flagship product. The partnership with Hakuhodo underscores a deep understanding of J-Beauty’s rising status, blending the tenets of ingredient transparency and ritualistic self-care into a sensorially aspirational brand architecture. Positioned alongside category benchmarks such as Shiseido for science-meets-tradition and Laneige for portable innovation, Spawake uses this campaign to reinforce its authority as a sophisticated yet accessible gateway to Japanese skincare rituals. The result is a disciplined, insight-driven push that not only elevates the brand’s creative stature but demonstrates a refined awareness of beauty category codes — from influencer leverage to experiential trial and sharp retail callouts that draw customers seamlessly between online and offline purchase points. Clapboard rates this 63/100. This campaign matters because it evidences how a disciplined, format-literate use of celebrity and a clear, curiosity-driven product proposition can translate Japanese craft stories into mass-appeal beauty moments with both immediacy and longevity.

Skincare influencer’s explosive tell-all - Cetaphil | Clapboard Ad Archive — archive collection thumbnail

Skincare influencer’s explosive tell-all - Cetaphil | Clapboard Ad Archive

Cetaphil’s 2021 campaign BREAKING: Skincare influencer’s explosive tell-all, created with Emotive for the Australian beauty market, seizes on the era’s growing consumer skepticism by deploying a provocative whistleblower narrative that positions the brand as the torchbearer of transparency in a frequently mistrusted category. The core idea harnesses the power of the influencer dynamic, but flips the script: rather than leveraging a standard endorsement, the campaign casts its influencer as an unruly truth-teller, promising to expose the hidden machinations and marketing half-truths that too often taint skincare communications. Cetaphil’s strategic ambition here is unequivocal — by framing its brand story as an exposé reminiscent of sensational media, it stakes its claim as the antidote to industry obfuscation, setting itself apart from peers who trade on mystique or scientific opacity, such as Neutrogena, La Roche-Posay, Aveeno, Eucerin, or Bioderma, all of whom position credibility through heritage, dermatological recommendations, or natural ingredients but rarely disrupt their own narratives. The campaign’s short-form film, broadcast via YouTube, signals a savvy grasp of shifting media habits among skincare’s digitally native audiences, using meta-commentary on influencer culture not merely to lampoon but to reconstruct the influencer’s authority as an agent of consumer empowerment. This approach sits squarely within what Clapboard’s taxonomy identifies as FORMAT#12—Parody or Borrowed Format, drawing on the high drama and urgency of breaking news reports or investigative exposés to captivate viewers and amplify the impact of the brand’s message. The creative execution is deeply aware of its audience’s media literacy, inviting them to decode the parody while absorbing Cetaphil’s claim to honest, straightforward skincare that stands above market noise. Bolstered by viewership in excess of 700,000, the initiative achieved significant reach, helping the brand achieve upper-funnel visibility at a moment when trust and authenticity have become central drivers of purchase decisions in the beauty sector. The campaign earns 63/100 in Clapboard’s global creative archive. In a market where transparency is more talk than action, Cetaphil’s tongue-in-cheek campaign matters because it demonstrates how the industry’s own storytelling patterns can be weaponised to cut through cynicism and reset the terms of trust.

#BeautyInSafety - Kaya | Clapboard Ad Archive — archive collection thumbnail

#BeautyInSafety - Kaya | Clapboard Ad Archive

Kaya’s #BeautyInSafety campaign, launched in 2022 with creative direction from Schbang, stands as a pointed intervention in India’s beauty market, using the lens of workplace opportunity and authentic representation to confront the deep-rooted marginalization of the country’s transgender community. The campaign acknowledges a systemic failure to recognize the capability and value of over a million trans people, shifting dialogue away from tokenized flamboyance to the human aspirations and agency often denied by entrenched stereotypes. At the heart of this campaign is a brand-led assertion that inclusion is not simply a brand promise but a measurable action, as Kaya sets out its commitments to create employment pathways, deliver upskilling programs, and build gender-inclusive and sensitized environments across both customer-facing services and internal workplaces. Released on Transgender Day of Visibility, the campaign leverages both the symbolic timing and the weight of lived transgender experience, blending real voices and imagery as an invitation to co-create safer, more affirming spaces for all. What Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery—is at play here, as the campaign foregrounds profile-driven visuals and testimonials that allow the target audience to see themselves or those they aspire to be, rather than defaulting to product demonstration or conventional brand-hero tropes. This approach differentiates Kaya within the broader competitive landscape—where category heavyweights like Lakmé emphasize self-expression through aesthetic innovation, or brands such as Plum and Forest Essentials build their equity around ethical sourcing or heritage wellness—by offering a markedly more activist stance on social participation and professional inclusion. Engagement figures reinforce the campaign’s impact, with significant reach and public interaction demonstrating an appetite for brand narratives that transcend standard diversity cues and move toward real systemic advocacy. The narrative challenges audiences directly to become collaborators in this ongoing transformation, making clear that responsibility for trans inclusion does not end with brands but must be carried forward by society at large. The campaign earns 71/100 in Clapboard’s global creative archive. In a beauty sector increasingly defined by performative claims of inclusivity, #BeautyInSafety signals that communicative clarity, real-world policies, and community-centred creative are emerging as the new table stakes for brands seeking both credibility and cultural relevance.