Çen skincare | Camillakengo

FICTIONAL CASE

TEAM

Camilla Kengo, Copywriter

Evelyn Aira, Art Director

Nina Byström Hansson, Art Director

ABOUT ÇEN

Çen is a new Swedish skincare company that is promoting skincare for men and women equally. Their products and design are gender-neutral, so everyone can feel included.

ASSIGNMENT

We at Çen skincare have been commissioned by H&M to create a skincare line and launch a campaign that mainly targets men. H&M felt there was a necessity and need in the market to make skincare more accessible for men. Çen skincare has therefore created a new skincare collection to solve this problem.

PROBLEM

H&M isn’t earning enough revenue from male skincare consumers since the market isn’t targeting them. There is a stigma amongst men in society that skincare is perceived as feminine, and many men feel like the skincare industry doesn't speak directly to them.

TARGET DEMOGRAPHIC

Men between the ages of 18-30.

INSIGHTS

Many men feel like the skincare industry doesn't speak directly to them.
Separating skincare into genders instead of skin types tends to scare consumers away instead of being helpful and encouraging.
Beauty is traditionally seen as more highly valued in women than men - leading to men assuming there is no necessity to take care of their appearance as much.

SOLUTION

The skincare for all campaign will mostly have men advertising Çen skincare products. The campaign will be seen on Social Media, Outdoor Print, Press Release, and Website.

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