In year two, it was time for No1 Rosemary Water to leave the Acciaroli story behind and tell its own.

To do this we created a fictional heroine called Rosemary (of course!) and told of her extraordinary powers.

The approach also helped us to sidestep the regulations restricting us from making health claims.

We cast a beautiful 56 year old ‘grey’ model called Caroline Labouchere as our Rosemary.

The ambition was to create a benefit led campaign for an FMCG that would be at home in the fashion glossies.

For our male audience we reversed the colour palette and let Rosemary’s life partner tell the story.

Here we collaborated with the publication to their themes of moonscape, sublimity and the natural world.