Launching the World's First Sustainable Silk Skincare Products
Balancing science with strategy
Our challenge was clear – we needed to translate the heavyweight scientific backbone of the project into a relevant and meaningful strategy and messaging campaign that the European beauty industry buyer would understand and be attracted to.
We believed that at the core of the brand was a balanced message between science and sustainability that the target Gen-X consumer would be drawn to, whilst we felt that the supporting scientific evidence of the improvement of reductions in visual ageing was important, it risked overshadowing the incredible achievement of sustainable mass silk production if made too central.
A brand that breathes
We produced a range of content to convey the balance between science and sustainability in the product range. The star of the show was the Silk Worm, who’s lifecycle was illustrated in the adjacent image.
The sustainable manufacturing process of obtaining silk was incorporated in the image to allow Silk Active to explain the brand heritage and production method in a single image. Our campaign resulted in a fantastic Market response, with our client developing several distribution opportunities across the EU into high street and online retail.
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