abSkin

The product couldn’t change. Everything around it could.

abSKIN came with a very real constraint. The product had been manufactured, the bottles designed and the labels printed. With a limited budget, starting again wasn’t an option.
So rather than redesign what couldn’t move, the focus shifted to everything that could.

The opportunity was to change the perception of the product without changing the product itself.

The website was reworked, the messaging sharpened and the wider brand experience brought together across leaflets, supporting literature and the information customers received inside the packaging. Each touchpoint had a role to play in making abSKIN feel more considered, credible and consistent.

Audience shaped the next move. With a core customer aged 60+, the strategy wasn’t to chase the conventions of younger, social-first beauty brands. It was to understand where this customer was already comfortable discovering and buying skincare.

That led to television.

A go-to-market strategy was developed specifically to position abSKIN for TV retail, giving the existing product a new commercial platform and putting it directly in front of the audience most likely to buy it.

Good brand strategy doesn’t always start with changing what you have. Sometimes it starts with making what you have work harder.