THE INSIGHT
Where do we really use skincare?
HEDO was a fledgling skincare company doing what so many others did: talking about skin, ingredients and benefits.
I started somewhere else. Where do we use skincare products? In bathrooms and bedrooms, often when we're naked, in some of the most private moments of our lives. Why did the category so rarely speak with intimacy?
THE IDEA
What if your skincare brand behaved like someone who loved you?
I imagined a passionate, attentive lover who understood skincare deeply. A voice that could be affectionate, playful, provocative and genuinely knowledgeable.
Then I wrote the line that brought the whole relationship into focus: HEDO. Your other significant other.
THE TRANSFORMATION
I made the idea live everywhere.
I developed the words, look, packaging, product labels, brochures and advertising. Even opening a delivery became part of the experience — written like an exchange with a lover rather than a routine product transaction.
Customers responded warmly to the distinctive packaging and communications, in my experience of the project. I don't present an unverified sales figure here: the transformation I'm showing is the creation of a new emotional relationship between brand and customer.
ORIGINAL CREATIVE WORK
See HEDO in its own voice.
The original advertising and brand expression, together in one place.
