Prime Skin asked us to build a campaign around one insight: the average person loses 300–400ml of water through their skin daily. More if stressed.
Drink Up: a 3-in-1 whipped cream moisturiser, barrier mask, and primer that addresses what modern life quietly does to our skin at a cellular level: screen time, recycled office air, the third coffee on an empty stomach and cortisol spikes before 10am.
We worked on creating a fully realised universe around the irony, and the product positioned to exist inside it.
Communicating clinical language without losing @withprimeskin signature warmth or community. Drink Up reframes hydration as a daily support system for skin that has been working just as hard as you have.
Skincare|beauty with multipurpose minimalism.
Sonnet first partnered with Prime Skin to uncover the brand’s core identity, creative direction and supporting brand system.
Next-gen beauty for Prime is about intentional, multi-tasking skincare that rejects overcomplicated “more is more” beauty industry routines in favour of high-efficacy simplicity, delivered through innovative applicator technology and hybrid formulas. We don’t need more products and another step in our routines - we need better products that are multipurpose.
We worked with Prime last year on their Glass Skin NPD rollout.
@withprimeskin@sonnet_Studios@elizahillcreative@gracesedit@annotate.lab@trinity.castellanos@stephvoulgaris@annalisedalins_@stephcammarano@jasmineknights_
The Prime visual world was defined by three distinct directions: + Skin-first portraiture + The Prima ballerina - graceful but not precious + Functional and intelligent applicator packaging to take with you - also graceful but not precious
The campaign art direction leans into this prima ballerina narrative that subverts our existing ideas of ‘beauty’; the rollout strategy leans intimate and participatory, building a community of lovers of the multipurpose applicators on-the-go.
@withprimeskin@sonnet_Studios@elizahillcreative@gracesedit@annotate.lab@trinity.castellanos@stephvoulgaris@annalisedalins_@stephcammarano@jasmineknights_
Skincare|beauty with multipurpose minimalism.
Sonnet first partnered with Prime Skin to uncover the brand’s core identity, creative direction and supporting brand system.
Next-gen beauty for Prime is about intentional, multi-tasking skincare that rejects overcomplicated “more is more” beauty industry routines in favour of high-efficacy simplicity, delivered through innovative applicator technology and hybrid formulas. We don’t need more products and another step in our routines - we need better products that are multipurpose.
We worked with Prime last year on their Glass Skin brand rollout — and here I am sharing it 12 months later — on the launch of their latest campaign (I won’t wait 12months to post that one). C’est la vie.
