Australia – With the rise of the intricate multi-step skincare, such as that of the Korean method that includes the laborious 10-step routine; consumers, most especially women, are highly investing their time and money to keep up with such ‘maintenance’. This overwhelming feeling given by the skincare world is what New Zealand-based skincare brand Okana wants to be an ‘antidote’ to, hence, a new brand platform to showcase such promise with the help of creative agency Clemenger BBDO.
The brand platform, developed by the creative agency, strikes a chord with its main communication of ‘stupid simple’ which aims to highlight the mundaneness – at the same time – the beauty of simplicity.
To be launched in Australia, the fresh brand identity was associated with 15-second youtube videos featuring the musician-actress Ayesha Madon, Okana’s brand ambassador, whilst showcasing some of Okana’s skincare products.
Vibs Amin, founder of Okana, said that its new brand identity goes against the wrong, complicated, serious and overwhelming ideas in the beauty industry.
She added, “Our simplicity is our biggest asset – we are transparent about our ingredients, and consumers can look at our ingredients list and feel empowered and confident about skincare.”
Clemenger BBDO led the new brand platform’s overall creative and production, as well as its website and packaging redesign.
Its group creative director Daniel Pizzato commented that the skincare industry is so broad due to the wide range of products and ingredients, associated with both information and misinformation.
“Okana’s products prove that a stupid level of simplicity, achieved in smart ways, can secure better outcomes. Stress and skin don’t play well together, so Stupid Simple is all about clarity and fun,” he concluded.