Smoothskin is the world’s leading IPL hair removal device. With key markets as diverse as China, Japan & USA - each with very different perspectives on beauty as well as their own history of local advertising- landing on a global brand platform wasn’t going to be easy.
Very quickly, it was clear that the beauty tech hair removal segment communicated with a distinct lack of emotion. All brands conformed to a tick-list of functional claims with little to differentiate them in the consumer’s mind. The opportunity was to stand out and stand strong. As world number 1, our approach was to dial up desire in a strong & powerfully emotive reason for preference.
Building on a Smart Science innovation edge, we defined and conceptualised a compelling EMPOWERMENT platform. This went on to inspire a strong and distinctive set of global brand assets to speak directly to the hearts and minds of Everyday Boudiccas, united in their desire to face the world with confidence.