Throughout Zulu Alpha Kilo's campaign, Consonant’s self love social content guided women with more tips and information on topics from planning a 'masturdate' to writing yourself a love letter
After almost a year of self isolation, lockdowns and social distancing, this Valentine’s Day proved to be one of the loneliest. So instead of the typical partner-focused messaging of the season, Consonant Skin+Care encouraged women to celebrate Valentine’s Day by themselves with self gifting, self dating, self pleasure and self love.
Consonant Skin+Care, with creative partners Zulu Alpha Kilo, launched a new campaign called 'Go Love Yourself'. To give women an avenue for embracing self love and treating themselves, the campaign included an exclusive 'Self Love Lingerie' collaboration with Fortnight Lingerie: a pair of premium underwear with a hidden message inside, reminding the wearer of the importance of self love. The limited-edition run launched on the 14th and is available for purchase in Consonant’s Self Love Shop.
“There’s been a growing movement of women buying their own lingerie,” said Heather Segal, group strategy director at Zulu Alpha Kilo, “and this partnership was a way to create something that celebrates buying for yourself something that was usually seen as a gift from or for a partner at this time of year. It’s an important symbol to remind yourself that love, pleasure, and romance are things we should give ourselves, too.”
While the campaign started in the spirit of Valentine’s Day, the Canadian skincare brand is encouraging women to embrace self pleasure all throughout the year. Though the topic is rarely discussed, self pleasure offers many benefits that boost our skin’s health and appearance. “Self pleasure and orgasm are fantastic ways to 'turn off the taps' to stress, release happy hormones, increase facial blood flow and even improve sleep quality – all of which have been shown to boost skin health.” commented Erika Schwass M.Sc., science and wellness manager at Consonant.
Throughout the campaign, Consonant’s self love social content guided women with more tips and information on topics from planning a 'masturdate' to writing yourself a love letter. The campaign also continues to help women focus on their own pleasure beyond Valentine’s Day with content such as the launch of their podcast series 'The More You O', hosted by sexologist Taylor Nolan
, which dives into a different aspect of female solo-sexuality in each episode.
To round out the campaign and provide women with the ultimate glow-up toolkit, Consonant Skin+Care re-launched the previously sold out Come+Glow Kit that includes the brand’s heralded HydrExteme Sheet Masks, the Get cLit candle by Lohn and a luxurious pleasure toy from Lelo. They also hosted a virtual event with Dr. Jess O’Reilley and Holt Renfrew on the science, stigmas, and skin benefits of masturbation.
‘The More You O’ podcast is available here
and all major podcast streaming services including Spotify, Apple, Google Podcasts, and Stitcher. Consonant’s award-winning products and wellness pairings can be found here
and the Come & Glow Kit, Second Edition, is also available here
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Christina Yu
Art Director: Sarah Quinto
Writer: Julia Forrester
Head of Design: Stephanie Yung
Designer: Rasna Jaswal, Jeff Watkins
Clients: William Baker, Kristina Breckon, Erika Schwass, Mary Ross
Agency Producer: Houng Ngui, Kathryn Brown
Account Team: Nina Bhayana, Chris Rosario
Strategy Team: Heather Segal
Illustrator: Jacopo Rosati
Studio Artist: Jeannette Downes, Ashleigh O’Brien
Social Media Editor: Cecilia Bernasch