What happens when a rising skincare brand stops thinking in “campaigns” and starts thinking in partnerships? You get a six-month creative journey that ends in a sold-out product, viral buzz, and a deep emotional connection with thousands of followers.
Not Just Another Influencer Campaign
Promise is a young skincare brand on a mission to simplify beauty – less fuss, more glow. Dekel Vered-Katz is one of Israel’s leading voices in skincare, with a community that treats her like a trusted big sister. Instead of launching another “collab,” we asked:
What happens when a creator doesn’t just promote a product, but crafts one from scratch?
Dekel joined the brand at every step. She selected her four favorite Promise products, reformulated them into fragrance-free versions, and gave the whole experience her signature tone and design. It wasn’t her face on a box. It was her box.
From Lab to Launch: Building a Movement, Not Just a Product
For six months, Dekel and Promise worked side by side, with Humanz orchestrating every piece of the puzzle. Together, we crafted a limited-edition skincare kit with real value and even realer meaning. And then we brought it offline.
Before the public ever saw it, we invited Dekel’s community to be part of the story. A pre-sale to 100 followers came with tickets to a private event, curated top to bottom: from branded ice cream stands to a live talk by Dekel, and of course, the first look at the product they helped inspire.
Then came the public drop. Thousands of limited edition boxes. Gone in hours.
No media push. No gimmicks. Just one creator, one brand, and a community that believed in both.
The ripple effect was instant. Dekel shared more content than was even agreed upon – just because she believed in the project. Every single guest showed up to the launch event, filling the space with energy, emotion, and real connection. The reactions poured in: DMs, shares, story mentions, and endless appreciation from her followers. And on the brand side? Promise couldn’t have been happier, not just with the sellout, but with the quality of the engagement and the love their brand received.
Let’s Not Call It Just “Influencer Marketing”
This was brand-building through co-creation. This was storytelling through trust.
This is what happens when you dare to do something different.
So if you’re done thinking in posts and ready to think in movements? let’s talk.
