Slowdown Skincare

It seems contradictory for a brand to encourage people to purchase less, but KraveBeauty is a skincare company that believes in only buying what you need, for the betterment of the environment. They asked us to help create a sustainability campaign that made slowing down stand out. Flip panic-inducing sales tactics on their head in a fun photoshoot and you’ve got an uncommonly humble campaign for a company that really cares.

  • Campaign identity
  • Campaign messaging
  • Art direction
  • Icon design
  • Brand writing

What’s all this then?

KraveBeauty is a skincare company that believes the decisions we make should be deliberate. Whether it’s their skincare practice, the way they run their business or the products they produce, the company is built on intentionality and the mantra that choices should hold meaning — nothing’s just for the sake of it. 

They’re frequently asked what new products they’re going to be releasing this year. The answer? None. On the brink of a brand refresh, they decided to use 2020 to draw attention to their sustainability initiative and why, in such a fast-paced industry, they’re a skincare brand that believes in slowing down.

Any insights?

In 2019, there were more than 3,000 skincare products launched in the US alone. The global cosmetics industry produces 120 billion units of packaging annually. We’re producing more products than our skin craves, at a faster pace than the planet can take.

And what seems to be the problem? 

So when an entire industry feels Buy buy buy! Now now now! how do you make slowing down stand out? And how do you create an effective brand campaign that encourages people to purchase less? 

So how’d you go about it?

We needed a campaign direction. Something that would not only draw attention to KraveBeauty’s belief in intentionality but be a movement that people were proud to be part of. Something with longevity that acknowledges that sustainability is a journey, not something achieved or finished. We reached Slowdown Skincare, a nod to the idea that skincare isn’t fast fashion and effective sustainability isn’t all or nothing — it’s getting more people to slow down and make more considered consumption decisions. 

Re-skinning the hard sell

We took the visual cues that normally instil a sense of panic or FOMO — limited time only! Get in quick! Don’t miss out! — and flipped them. The juxtaposition of high energy sales stickers with softer, more comforting messaging helped us to reaffirm that KraveBeauty are a skincare company that actually cares. The messaging would be used across a sustainability website and a tee produced in partnership with For Days, a company who produce their clothing from recycled fabrics.

A soft spot for sales stickers

We worked with Benito Martin on a lighthearted photoshoot that mimicked the energy of the sticker graphics. The stickers stuck to the models faces are a literal and lighthearted nod to the fact that the saturation of the beauty industry’s in-your-face advertising is unavoidable, but that it’s possible to take a step back, think about what we actually need, what our skin actually needs and what the planet actually needs before buying. These stickers moved easily online as Instagram and TikTok stickers, which helped spread and share the campaign in a fun and interactive way.

“Universal Favourite are our creative problem solvers. We’ve thrown multiple asks and tight timelines at them but they always manage to turn around detailed proposals on time, every time. With any ask, they bring fresh, thoughtful ideas to the table and create content that feels naturally at home with our brand. From initial ideation to campaign execution, they’ve been effortlessly collaborative partners. They’re one of the team!” Misha Lema, Senior Manager, Marketing & Communications at KraveBeauty

And the end result?

KraveBeauty understands that, as long as they exist as a company, there isn’t a single day where they won’t have a carbon footprint. This project allowed us to provide them with a design system and a visual platform to launch an important sustainability movement that communicates that message in both the digital and physical space.

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