Dry, oily, sensitive, too red, too wrinkly, too freckly, not clear enough. Not enough. This is how women have been conditioned to think about their skin. One in two women surveyed as part of the Skin Confidence Survey undertaken by Unconditional Skincare Co. said they felt bombarded with unrealistic beauty messages. One in three said these messages affect their self-esteem.*

So, when we took on the challenge of launching the new skincare brand developed by Blis Technologies – global probiotic pioneers – we knew there was an opportunity to kick start a conversation with women about more than just their choice of skincare products.

We started by developing the brand name, Unconditional Skincare Co., born 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 was developed to encourage women to look at their skin in a new way – as the solution, not the problem. This foundational work informed how we chose to take the new brand to market, creating the world-first Skin Peace Pledge.

The Skin Peace Pledge is a commitment to a new way of talking about skin and beauty without negatively impacting women’s self-esteem. The pledge will inform a set of standards that Unconditional Skincare Co. will commit to as a brand – with the hope that it will promote a discussion at an influencer and industry level, helping to create broader change.

Phase one of the campaign was designed to collect the messages from women that impact them the most. These messages will go on to our chosen psychologist to help 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 tool developed by our 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.

To find out more about the Skin Peace Pledge or to contribute the unrealistic skincare messages you want to see changed, visit SkinPeacePledge.com

*Reference
Skin Confidence Survey, Unconditional Skincare Co., NZ Quantitative Study, 2021.

Description
The Skin Confidence Survey commissioned by Unconditional Skincare Co. surveyed 600 New Zealand women between 20 and 44 years old. The Quantitative Study, undertaken in 2021, revealed the relationship between beauty messages in advertising and women’s self-esteem. It is one of the first quantitative surveys focused on understanding the impact of messaging instead of just advertising imagery.

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marketing | websites | strategy | content | film

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