| Title | SKIN COLLECTION |
| Brand | BJÖRN BORG |
| Product/Service | UNDERWEAR |
| Category |
F01. Consumer Products |
|
Entrant
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GARBERGS Stockholm, SWEDEN
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Idea Creation
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GARBERGS Stockholm, SWEDEN
|
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Media Placement
|
GARBERGS Stockholm, SWEDEN
|
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PR
|
GARBERGS Stockholm, SWEDEN
|
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Production
|
GARBERGS Stockholm, SWEDEN
|
Credits
| Petter Ödeen |
Garbergs |
Creative Director |
| Sedir |
Ajeenah |
Copy |
| Anna Frick |
Garbergs |
Account Director |
| Lotta Mårlind |
Garbergs |
Ad |
| Peter Herrman |
Garbergs Projects |
Product Designer |
| Ida Tenggren |
Garbergs |
Account Manager |
| Jessica Carenfelt |
Garbergs |
Graphic design |
| Annika Witkowska |
Garbergs |
Producer |
| Jonas Lindberg Nyvang |
Björn Borg |
Marketing & Communication Manager |
| Lina Söderqvist |
Björn Borg |
Global marketing manager |
| Lotta Lindkvist |
Björn Borg |
Brand Identity Manager |
The Campaign
So-called “nude” underwear traditionally only caters to white skinned individuals, offered in tones like beige or blush, despite the fact that an 84% majority of the world’s population has a skin tone other than the standard “nude” colour. To put the light on this inequality, Björn Borg introduces the Skin Collection – an underwear line in six shades of human, following the Fitzpatrick skin scale*.
The collection was launched on the United Nations Racial Discrimination Day on March 21, 2016 through selected stores and through the Björn Borg web shop, www.bjornborg.com.
Creative Execution
The underwear were made in a lightweight polyamide material for a close-to-nothing sensation. The tonal waistband features an embossed Björn Borg-logo that adds a premium look. The underwear comes in a pack of one. The material is 86% polyamide and 14% Elastane to maintain high breathability and comfortable fit. The Skin Collection comes in a hotpant for her and short shorts for him in six different shades based on the Fitzpatrick skin scale. The collection was made in 10 000 pieces in the first batch.
Indication of how successful the outcome was in the market
The campaign has received international praise in social media and by journalists. Several international fashion outlets have reported, such as Metro, Marie Claire, Elle and Mic. Leading to over 20 000 pieces of underwear sold and 210 % increase in traffic to bjornborg.com.
- A total of 20,213 pieces from The Skin Collection sold worldwide.
- Increase of the brand strength with 6% (brand tracking by Xtreme)
- Over +150 articles in the non-paid media (social + media tracking by Gorkana)
- All leading to an increase in visits to official e-commerce (.com) with over 210%
Insights
- Skin-colored products (for example, skin-colored nail polish, patches, etc.) are always in bright colors, even though darker skin tones should also be defined as a skin color.
- 84% of the world's population has a non-white skin color
- Björn Borg's target group (18-25 years) have high expectations on brands and their commitments.