Rebranding, strategy direction, brand direction, creative direction, copy direction, brand consultancy, campaigns.
YEAR 2021 — 2024
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.
The repositioning and relaunch of Skins involve not only a new brand name with a focus on the skin as the primary sense but also embody a commitment to the company's vision, mission, and core values. Skins embraces the philosophy of continuing to inspire and support people in discovering their power in individual beauty and self-expression.
The skin is intriguing — it tells a personal story, and we all have parts we would rather not show. The skin protects us, shapes our bodies, and is our largest sensory organ. The closer you zoom in on the skin, the more structures and textures you notice, and the more wonder and admiration you develop for the skin we all have, yet each different. This is why we want to consciously pause now to celebrate the skin and pay a valuable tribute. It also shifts the focus from cosmetics on the face to the entire body.
With a growing portfolio of sustainable and innovative brands, Skins is taking a step further in strengthening its position as a platform for high-quality products in perfume, home, and skincare. The curation process is aimed at brands that have shared values, thereby enhancing Skins' reputation as a leader in quality, innovation, and ambitions for sustainability.
The nature of the rebranding is strategic, conceptual, and visual. With this sharper positioning, Skins looks towards the future with confidence, determined to further strengthen its position as a market leader in exclusive cosmetics and to continue inspiring and supporting its consumers.
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.’
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)
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