What’s the secret to strong, radiant, mermaid-worthy hair? The Cornish Seaweed Bath Co. knows it’s seaweed, and they wanted a campaign that could spread the word with humour, charm and an unforgettable central character.
To bring this playful concept to life, Lightbox partnered with a comedy writer to ensure the humour landed with the brand’s core demographic. The creative direction blended surreal, fairytale elements with grounded, sun-kissed visuals, creating a dreamy world where glowing skin, glossy hair and tongue-in-cheek comedy coexist.
The mermaid, joined by a perpetually shirtless lifeguard, became the perfect vehicle for showcasing the brand’s message: seaweed is the ultimate secret to healthy, mermaid-like hair. Every detail was crafted to keep the ad entertaining, relatable and unmistakably Cornish Seaweed Bath Co.
Multiple versions of The Mermaid’s Secret are running across Facebook and Instagram, with the campaign already driving increased brand awareness, audience engagement and sales. The Cornish Seaweed Bath Co. praised Lightbox and the final result for its creativity, professionalism and energy – a project that elevated their products and strengthened their connection with customers.
