I helped Phenomenon win a pitch for a new skincare tech product by P&G. I worked on everything from names to strategy to manifesto and taglines to launch events.
The product was amazing - it used an HD camera to print mineral pigment on consumer’s skin. Our challenge was to keep the language and branding human. After all - the product breakthrough came from a human truth that this product was the first skincare product to truly see you.
Here’s the manifesto/positioning that won the pitch:
We see you.
And we know you aren’t trying to go back in time,
Hide under makeup,
Or look like someone else.
Because what makes you different is what makes you beautiful.
That’s why we created Opté –
The first beauty product that scans your skin to correct dark spots at a micro level.
It’s the most personalized skin care system in the world,
as unique as each person that uses it.
Opté is infinitely customized
Because it comes in a shade of you.
We’ll never try to change you - just help you look like your most beautiful self.
Opté believes you’re most beautiful, when you look like you.
Opté. The first beauty brand that sees you.
Below is the website that launched the product in the USA.
