MYSKIN

ClientT.D.G. VERTRIEBS GMBH & CO. KG
Category A01. Creation of a new Brand Identity: Consumer / Corporate / Non-profit
TitleMYSKIN
Product/ServiceMYSKIN
Entrant KOREFE Hamburg, GERMANY
Idea Creation KOREFE Hamburg, GERMANY
Idea Creation 2 KOLLE REBBE Hamburg, GERMANY
Production KOLLE REBBE Hamburg, GERMANY
Production 2 LIGA01, GERMANY
Production 3 HASTINGS MUSIC Hamburg, GERMANY
Credits
Name Company Position
Sascha Hanke Kolle Rebbe GmbH Executive Creative Director
Stefan Kolle Kolle Rebbe GmbH Executive Creative Director
Alan von Lützau KOREFE Head of Innovation and Design
Lorenz Ritter Kolle Rebbe GmbH Creative Director
Tim Esser Kolle Rebbe GmbH Creative Director
Christian Rentschler Kolle Rebbe GmbH Online Concept
Isabel Gesenhues KOREFE Art Director
Sebastian Riepe KOREFE Art Director
Alexandre Leduc KOREFE Graphic Designer
Mitja Schneehage Kolle Rebbe GmbH Graphic Designer
Katrin Becker Kolle Rebbe GmbH Account Director
Lore Glander Kolle Rebbe GmbH Production Manager
Britta Meyer Kolle Rebbe GmbH Retoucher
Katrin Grün Kolle Rebbe GmbH Art Buyer
Dirk Weyer n/a Photographer
Alexander Hildenberg Kolle Rebbe GmbH Director Of Photography
Alexander Hildenberg Kolle Rebbe GmbH Cinematographer
Sebastian Fahlbusch Kolle Rebbe GmbH Agency Producer
Daniel Schulze Kolle Rebbe GmbH Agency Producer
Christian Hilfinger Kolle Rebbe GmbH Editor
Florian Hornung n/a Camera Assistant
Christian Hilfinger Kolle Rebbe GmbH VFX
Christian Lessner LIGA 01 Colourist
Oscar Meixner HASTINGS Music GmbH Sound Engineer

The Campaign

Unlike others, we don’t just promise to be the right cream for every skin type. We prove it. With Skin Paper - The first packaging that feels like real skin. MySkinNeeds comes in a pack that feels just like the skin type it’s designed for. For dry skin? Try Moisturising. Oily skin? Purifying. Or normal skin? Use MySkin Nourishing. Just touching the pack is now enough to know: This is MySkin.

Creative Execution

By using precise dermatological criteria, we’ve matched the structure of our packaging to the haptic properties of skin. And we added subtle blends of ingredients like silicone, chalk, wood fibre and other structural elements. The result is a unique, tactile packaging experience – just like the natural skin that inspired it. Sometimes dry and rough, sometimes slightly oily and sometimes simply normal. An effect you can see, and more importantly, feel for yourself.

Indication of how successful the outcome was in the market

This concept was initially launched in selected drug stores in Hamburg. After just three weeks it had sold out and is still in high demand online. Based on that success, MySkinNeeds will be listed in other German cities, starting in the fall of 2017.

The strategy was to achieve an immediate impact in the densely packed cosmetics market. By using attention-grabbing packaging MySkinNeeds stands out from the competition and instantly demonstrates its unique character.