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Skins Cosmetics
PROJECT Rebranding, strategy direction, brand direction, creative direction, copy direction, brand consultancy, campaigns
YEAR 2021 — 2024
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AN ODE TO YOUR SKIN
The skin is an intriguing part of who we are, shaping our bodies, our existence. Our intimate stories inhabit parts of us we would rather not expose. The skin protects us, and is our largest sensory organ. The closer you look, the more is revealed. Structures and textures you didn't notice before. The skin we all have, yet each different. Inviting you to come closer, paying a valuable tribute to the skin. An attentive shift from the cosmetic gaze on faces, to honour the body as a whole.
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Founded in 2000 by Philip Hillege, Skins emerged as a pioneer in the rising market of luxury cosmetic products, introducing premium and niche brands exclusively to the Dutch market. In 24 years, the formula has expanded to include approximately 150 luxury niche brands, 21 stores, and an online shop.
With the strategic and conceptual repositioning and relaunch, we guided Skins from a product-led retailer into becoming an inspirational brand. It embodies a commitment to eg the company’s brand vision, mission, and core values, and to the sharpened brand name with a focus on the skin as the primary sense. Inspiring and supporting every body in discovering their intimate power in self expression with a sensory approach.
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CONNECTING INNER SENSES
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The nature of the rebranding is strategic, conceptual, verbal, and visual. To align the renewed brand identity to the organization structure, we jointly reorganized and built stronger roles, teams, departments. Working closely with the Skins teams, we helped shape a strategic direction that supports the brand’s next stage of growth.
Strengthened by the newly positioned brand role as curator and connector, we built the criteria on an expanding portfolio of 150 innovative and consciously selected brands, brought together through a shared vision of quality, positive impact, craftsmanship and sensory experience.
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Founder Philip Hillege states, ‘We want to approach our customers in a rather personal way. This also aligns with our new mission: to empower every one in their own way by connecting, opening, and enriching worlds. The worlds behind the approximately 150 brands, 24 years of knowledge and experience, and the world of the consumer. Our Skins Experts travel the world in search of the best niche brands with authentic, rich, honest stories and innovative formulas.’
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CONNECTING, OPENING AND ENRICHING WORLDS WITH OUR CURATED PERFUME, HOME AND SKINCARE COLLECTION
SPECIAL THANKS TO Fabia van Kaathoven (visual identity), Maud Griep, Remco Verbooij, Claire van 't Hof, Michael Oliver Love (photography)