Second Skin

AUCKLAND, Today: Ponsonby indie YoungShand has created a new campaign for “cruelty free, fragrance free” company Unconditional Skincare Co, which it says ”creates a world-first Skin Peace Pledge” to address the impact of beauty messaging on women’s self-esteem.

Blis Tech CMO Julie Curphey said: “One in two women feel bombarded with unrealistic beauty messages. One in three said these messages affect their self-esteem.”

YoungShand ECD Anne Boothroyd said: “Starting with the brand name, Unconditional Skincare Co was developed by the YoungShand team from the understanding that your skin is enough and that skin isn’t ‘good’ or ‘bad’ but simply out of balance.

“Something that goes against many things women have been conditioned to believe about ‘skin types’ and ‘problem skin’. 

“Everything from the brand’s name to the tone of voice, design identity and packaging has been developed to encourage women to look at their skin in a new way – as the solution, not the problem.

“This foundational work informed how the team chose to take the new brand to market, creating the world-first Skin Peace Pledge.”

“Everything from the brand name to the tone of voice and packaging has been developed to encourage women to look at their skin in a new way.”

YoungShand GM Emma Dalton said: “We didn’t want to just have an impact at a product level if we could have a more significant effect on how women think about their skin.

“So, we’re challenging the category and encouraging women to tell us about the unrealistic beauty language that disturbs them most.

“Phase one of the campaign is designed to collect the messages from women that impact them the most. The team will then work with a psychologist to create the standards underpinning the Skin Peace Pledge.

“The campaign kicked off by demonstrating first-hand the sort of messages that women are exposed to every day.

“A bespoke tool developed by YoungShand’s tech team scraped all the beauty messages posted to YouTube over five consecutive 12-hour periods. Using this data, five films were created that showcased just some of the unrealistic beauty messages directed at women every day.

“YoungShand’s integrated team delivered the full project, including the brand name and brand identity, including the packaging design, e-commerce website, media, brand platform and launch campaign.

• View the full campaign here

CREDITS

Client: BLIS Technologies
Chief Marketing Officer: Julie Curphey
Brand Manager: Kelda Hunter

Agency: YoungShand
ECD: Anne Boothroyd
CD: Scott Maddox
Senior Art Director: Julie Spedding
Senior Copywriter: Rachel Jamieson
Art Director: Jack Wadham
Copywriter: Karla Tarr
Strategy & Experience Director: Ryan Sproull
Senior Planner: Marie-Claire Manson
Head of Media: Andrea Long
Digital Media Strategist: Chris Kalkandis
Media Planner/Buyer: Janelle Fernandes
Digital Campaign Manager: Hayan Coronet
Digital Campaign Exec: Madi Rouse
Production Director: Nigel Sutton
Executive Digital Producer: Kat Cox
Website Developer: Jeremy Prowse
Website Developer: Chris Alwin
Lead Designer: Elliot Oxborough
Senior Designer: Andrea Lovetere
General Manager: Emma Dalton
Senior Account Director: Clare McCracken
Account Manager: Kirsten Bray

Production Company: Clockwork FIlms
Director: Galaxy (Kezia & Alyx Duncan)
Producer: Jozsef Fityus
Managing Director: Vicky Ryan
Post Production: Toybox
Music Composition: Liquid Studios. Peter van de Flut
Sound Mix: Franklin Rd. Shane Taipari