Creative Production

Absolute
Joi

Close-up of a woman's face with light skin foundation applied to her cheek, highlighting smooth skin and a subtle smile. Tailored for a beauty context.

Creative Production 

Elevating Skincare for Melanated Skin Through Strategic Product Launch Creative

Project Details

The Challenge

Absolute Joi, founded by Dr. Anne Beal, is a science-backed skincare brand designed specifically for melanated, mature skin. As the brand prepared for new product launches, they partnered with GRIT Studio to create high-impact, visually intentional marketing photography that reflected the brand’s clinical credibility and inclusive beauty philosophy.

Produce elevated, story-driven visual assets that:

  • Support key product launches and campaigns

  • Reflect Absolute Joi’s physician-founded authority and brand mission

  • Resonate with a sophisticated, skincare-savvy audience

The Solution

GRIT Studio led the creative direction, production, and styling for Absolute Joi’s launch photography and brand visuals. Our approach focused on:

  • Luxe, minimal set design to reflect the product’s efficacy and premium positioning

  • Inclusive casting and lighting that celebrates melanated skin tones with intention and care

  • A balance of clinical and approachable storytelling, showcasing Dr. Beal’s expert-driven formulas through clean, confident imagery

The Results

The final photography delivered a visually cohesive, high-conversion content suite that elevated Absolute Joi’s brand presence across email, social, ecommerce, and press. With GRIT’s support, the brand launched new products with clarity, impact, and authenticity, solidifying its position as a leader in inclusive, dermatologist-developed skincare.

A woman with long dark hair holds a tube of Absolute Joi moisturizer close to her face. She smiles subtly, conveying a sense of calm and confidence.
A skincare bottle labeled "Balancing pH Toner" with aloe and oat symbols stands on a tray. Aloe slices are beside it, with wheat stalks nearby, on a light blue background.
A smiling woman with curly hair, her hand touching her cheek. She conveys happiness and warmth, and has natural makeup and nude nail polish.
A hand holds a brown glass dropper bottle of skin oil. Nearby are fresh orange and grapefruit slices, red fruits, and green powder on a light blue surface.
A hand holds a brown glass bottle labeled "Skin Refining Night Oil" with a dropper dispensing yellow oil. The scene is set against a soft-focus background.
A woman smiling with eyes closed, holding a bottle of Absolute Joi Fresh Cleanse Oil. The setting is bright and cheerful, enhancing her joyful expression.
Three skincare bottles held in hands against a white towel background. Labels read: Sunflower & Moringa Cleanse Oil, Hydrating Gel Foam Cleanser, and Balancing PH Toner.

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