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Consonant Skin+Care Reinvents Broken Industry Formula with Provocative Campaign

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The brand partnered with Zulu Alpha Kilo to relaunch a new visual identity, including all-new packaging and a website designed to introduce consumers to its holistic philosophy

Consonant Skin+Care Reinvents Broken Industry Formula with Provocative Campaign
The world of skin care is full of it. Full of false promises, quick fixes and magic potions. To change the game, Consonant Skincare has made a subtle shift in its name and a massive shift in its approach.

Relaunching as Consonant Skin+Care, the fiercely independent brand aims to usher a more truthful approach to skin care that combines its award-winning, clinically proven products with a range of wellness practices - from mindfulness to nutrition. When adopted with regularity, this practice of skin care and self-care has proven to bring about healthier, more glowing skin.

In partnership with creative agency Zulu Alpha Kilo, Consonant Skin+Care has relaunched with a new visual identity, including all-new packaging, and a website designed to introduce consumers to its holistic philosophy. And to demonstrate the brand’s new formula, their first campaign focuses on the skin care benefits of self-pleasure – one wellness practice that isn’t often discussed, especially among Canadian women.

“Masturbation causes a number of different physiological and psychological reactions in the body, from decreased stress levels to increased blood flow to the face, all of which help promote healthier skin” said Erika Schwass M.Sc., science and wellness manager at Consonant. “A study of 3,500 people showed that those who masturbated at least three times per week looked on average 10 years younger than those who didn’t. Meanwhile less than half of women are masturbating regularly.”

Leveraging this rich insight, Consonant and Zulu Alpha Kilo, in collaboration with Mint, partnered with psychotherapist and sexologist, Taylor Nolan, to record Consonant's new podcast, 'The More You O'. This six-part mini-series was produced by Zulubot, Zulu’s in-house content creation studio, and explores how women can make the most of self-pleasure. Each episode includes a guided audio experience, and information about skin care products from Consonant’s line that would serve as a good pairing, bringing to life the holistic Skin+Care experience.

To set the mood for the podcast, Consonant Skin+Care is also releasing a limited-edition Come and Glow Bundle that includes four HydrExtreme Charcoal Sheet Masks, a mood-setting custom Consonant x Lohn candle and a pleasure toy from Dame. The program and bundle were amplified through influencer outreach and PR by Mint.

“The skin care space is an extremely competitive and cluttered market” commented Heather Segal, group strategy director at Zulu Alpha Kilo. "The skincare category is lacking the honesty that people deserve. Being able to shine a light on the truth that your best skin lies as much in a bottle as your own wellness practices is what will bring consumers closer to Consonant.”

‘The More You O’ podcast is available at on the website and all major podcast streaming services including Spotify, Apple, Google Podcasts, and Stitcher. 

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Client: Consonant Skin+Care

Clients: William Baker, Kristina Breckon, Erika Schwass, Mary Ross


Agency: Zulu Alpha Kilo

Chief Creative Officer: Zak Mroueh

Executive Creative Director: Christina Yu

Associate Creative Directors: Kevin Sato and Vinay Parmar

Art Director: Sarah Quinto, Andrea Por and Kevin Sato

Writer: Julia Forrester, Christina Roche, Vinay Parmar

Creative Director, Design: Ryan Booth

Digital Design Director: Vince Rozas

Designer: Kimberly Pereira, Gala Tanaskovic, Kevin Sato, Zoe Kim, Katina Constantinou, Omar Morrison, Petra Cuschieri and Jeff Watkins

Agency Producer: Houng Ngui, Teresa Bailey

Account Team: Nadine Arsenault, Lisa Sousa, Skye Gandy, Nina Bhayana

Strategy Team: Heather Segal, Spencer MacEachern, Stephanie Gyles


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, Greg Heptinstall, Michelle Kennedy, Andrew Martin


PR Agency: Mint

PR Team: Sarah Garber, Samantha Margolis Fogle

Categories: Skin care, Beauty & Health

Zulu Alpha Kilo, Wed, 18 Nov 2020 17:50:23 GMT