The Marketing Standard
Tue, 14 Dec 2021 17:35:48 GMT
Purpose agency Kin is launching a new brand initiative on behalf of Naomi Osaka’s KINLÒ brand, a suncare line designed for people with melanin rich skin.
The campaign 'The Way We Glow,' will begin rolling out mid-December in a series of films and images that highlight the importance of celebrating your unique identity, beauty and caring for your skin. The brand initiative was developed to educate those with melanin rich skin on the importance of sunscreen and to introduce an expanded line of products that include a hydrating face oil.
Advertising for KINLÒ features Naomi and other fitness enthusiasts who enjoy the outdoors. Through a series of vignettes, they all share their personal skin journey’s and the desire and need for skin care that is specific to people of colour. They speak to the misinformation that suncare is not essential for BIPOC communities and the challenges of finding proper suncare specific to their skin's needs - as opposed to manufactured products that leave a whitecast.
“The purpose we landed on for KINLÒ was to elevate the value of people of colours health and beauty,” explained Sophie Ozoux, co-founder of Kin. “This brand is about being proud of your heritage, who you are and the things that make you different. Naomi is the perfect leader and evangelist for this story and her product.”
“The KINLÒ brand film was inspired by Naomi’s experience with sunburn. The dream-like narrative where Naomi and others share their experiences, journeys, and relationships with their skin is a powerful statement about being and loving yourself. It’s important to protect what makes us unique, our skin and our glow.” explained Kwame Taylor-Hayford, co-founder of Kin
The brand’s name KINLÒ is derived from both the Japanese and Haitian word for gold, a nod to Naomi’s multicultural heritage. Their mission is to pioneer a future of skincare that illuminates melanated skin and beauty. This is brought to life through products & services that protect melanated skin, through content and stories that educate, by creating community to uplift, and by taking actions to advocate and invest in POC issues.
In creating KINLÒ, Naomi said “Constantly being in the sun for tennis really inspired me to create a line that protects my skin in multiple settings. The sun can have the same damaging effects on melanated (Black, Brown, Asian) skin as it does on fairer skin. Mortality rate for Black Americans with Melanoma is actually 3X’s higher than that of white Americans, due to the fact that it is generally detected at a more advanced stage.”
The advertising will be placed across paid social, online digital and broadcast. It includes a .60 brand film and .30 second product film, social and digital videos and a wide ranging series of images that will be used across social platforms.view more - Creative
Genres: People, Fashion & Beauty
Categories: Beauty & Health, Sun careThe Marketing Standard, Tue, 14 Dec 2021 17:35:48 GMT