HERBIVORE MOON FRUIT SLEEP MASK launch

In December 2021, we re-launched a cult-favorite product with a new and updated formula: MOON FRUIT Retinol Alternative Sleep Mask. Boasting 1% bakuchiol and an incredible cocktail of antioxidant super fruits, this launch was an exciting opportunity for Herbivore to get credit for the transformative power of plant-based ingredients. Plus, with a name like MOON FRUIT, creating an enticing story to differentiate this product from the rest was as fun as it was easy.

EDITORIAL POSITIONING

We believe healthy skin is a result of a handful of factors: plant-powered skincare formulas, plenty of sleep, staying hydrated, and a nutritious diet. So, naturally, we combined these elements into one treatment: MOON FRUIT Retinol Alternative Sleep Mask. This overnight mask combines 1% pure bakuchiol—a plant-derived retinol alternative—and antioxidant-rich superfruits with the reparative power of a good night’s sleep to smooth fine lines and hydrate dry skin. Unlike a traditional retinol formula, this mask works its wonders without causing irritation, so you wake up to calm, out-of-this-world smooth skin.

CAMPAIGN HEADLINE

GUIDE SMOOTH SKIN INTO YOUR ORBIT

Smooth fine lines with 1% bakuchiol + the reparative power of a good night’s sleep

HOMEPAGE BANNER

TEASER INSTAGRAM IN-FEED POST

Something new is entering the Herbi-sphere in three days ✨🌘

EARLY ACCESS INSTAGRAM STORIES POST

LAUNCH INSTAGRAM IN-FEED POST

MOON FRUIT Retinol Alternative Sleep Mask has landed! 🌘✨This new, overnight treatment is powered by 1% bakuchiol + antioxidant-rich fruits including blueberry, dragon fruit, raspberry, and prickly pear to visibly smooth skin, reduce fine lines + deeply hydrate skin while you get your ZZZs 😴✨

Get out-of-this-world smooth skin with potent, plant-powered ingredients:
🌘1% BAKUCHIOL: an Ayurvedic herb that offers the skin-smoothing benefits of a retinol without the irritation.
🌘 FRUITS: blueberry, dragonfruit, prickly pear + upcycled raspberry oil to support skin’s natural moisture barrier and protect against signs of aging while you sleep.
🌘PLANT-DERIVED MOISTURIZERS: sodium hyaluronate, tremella mushroom, + squalane bind moisture to skin + create a visible plumping effect.