Fictional
Evelyn Aira, AD
Camilla Kengo, CW
Nina Hansson, AD
Mission:
H&M Beauty's revenue in cosmetics and skincare has decreased significantly in recent years, and they now need help increasing revenue with a new subsidiary.
Insight:
Our insights into H&M and the skincare industry show that they generally do not appeal to men. Dividing skincare by gender rather than skin type tends to deter male customers.
Solution:
A skincare brand that is neutral and works for everyone, where products are chosen based on skin type rather than gender. The launch campaign was named Skincare for All, introducing the first collection under the same name. The campaign primarily targets men to help establish **Çen** as the most gender-neutral skincare brand in Europe.
Çen Skincare
Çen Skincare is the company we developed where both design, content, and communication follow a gender-neutral profile. We chose to move away from stereotypical colors like black and blue often associated with men's skincare and instead focused on a greener, more natural approach. The ingredients are also designed with this perspective in mind, as, for example, the serum is perfect to use on the face after shaving, regardless of whether you are a man or a woman.
