2022 Winner

CASE SUMMARY

Consonant Skin+Care is all about pairing skincare with self-care. The brand recommends as much meditation as it does moisturizer, because when your mind is at peace, your skin responds well.

The agency’s goal was to bring this unique philosophy to life in a way that appealed to a sophisticated female audience who were skeptical of the overpromising beauty and skincare industry in general. They measured success as media coverage to build brand buzz (1 million PR impressions) and an aggressive 50% increase in website traffic versus a year ago, including US market lifts.

They discovered that one type of self-care in particular can reduce blemishes and boost collagen: masturbation. A study of 3,500 people showed that those who masturbated at least three times per week looked 10 years younger than those who didn’t; however, less than half of women masturbate regularly.

So how did they get women to see the skin benefits of masturbation? Their strategy was to design a program that celebrated the impact of solo sex on the skin and reframed female masturbation as a regular and essential act. To make the connection between skincare and masturbation, they created the Come&Glow Set. But they didn’t just approach it as a new product, they viewed it as a sensorial experience, designed from top to bottom.

As you open the Come&Glow package, illustrations reveal the full visual of a masturbating female. It was important to destigmatize with this visual right out of the gate. Inside, you’ll discover carefully curated items, which include Consonant Charcoal Sheet Masks, a mood setting LOHN candle, and a deluxe Lelo vibrator. To round out the sensorial experience, the set also contains an invitation to Consonant’s original podcast series The More You O.

Developed in partnership with renowned sexologist Taylor Nolan, The More You O tackles touchy taboos and guides women through solo sex techniques as well as skincare practices across six episodes. And the branding for this intimate audio experience proudly displays the vulva in all shapes and sizes.

Consonant’s Come&Glow Set immediately resonated with the skincare community. Success for the overall program was measured by sales numbers, reach, and media coverage. All Come&Glow Sets sold out within weeks, and strong sales prompted the release of a second round, which was offered nationally at luxury retailer Holt Renfrew.

The More You O was downloaded in 73 countries. The campaign garnered almost 38 million international media impressions, with coverage by beauty influencers and press in Forbes and Nylon magazines, the Toronto Star, and a feature article in global beauty destination Byrdie magazine.

Credits

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Christina Yu
Associate Creative Directors: Kevin Sato, Vinay Parmar
Art Director: Sarah Quinto
Writer: Julia Forrester
Head of Design: Stephanie Yung
Digital Design Director: Vince Rozas
Design Director: Jeff Watkins
Designer: Kimberly Pereira, Rasna Jaswal
Client: Consonant Skin+Care
Clients: William Baker, Kristina Breckon, Erika Schwass, Mary Ross
Agency Producer: Teresa Bayley, Houng Ngui, Kathryn Brown
Account Team: Lisa Sousa, Nina Bhayana, Chris Rosario
Planning Team: Heather Segal, Spencer MacEachern
Production House: Zulubot
Sound Engineer & Voice Director: Dino Cuzzolino, Stephen Stepanic
Producer: Mariya Guzova
Editor & Sound Design: Noah Mroueh
Social Media Editor: Cecilia Bernasch
Photographer: Sophie Sahara
Illustrator: Jacopo Rosati
Studio Artist: Ashleigh O’Brien, Jeannette Downes