Solace Skin
Repositioning a clean-beauty label for a generation that had stopped listening to beauty brands.
Solace had a good product in a crowded category. But its brand said the same things as everyone else: clean, natural, gentle.
Growth had stalled, acquisition costs were rising, and younger customers saw the brand as interchangeable. The team needed a clear position that could set them apart and guide everything from packaging to social.
We interviewed 30 customers and lapsed buyers, audited 40 competitors and ran two leadership workshops. One insight kept coming up: people were tired of beauty brands over-promising.
That became our position. Solace would be the brand that keeps its promises: honest claims, visible results and no hype. We built the platform, voice, naming system and identity brief around that one idea.
A new brand platform built around “skin that keeps its promises”, a direct and warm tone of voice, a simple product naming system, and an identity direction led by honest, unretouched photography.
- Brand platform & positioning
- Tone of voice & messaging
- Product naming architecture
- Identity & art direction brief
- Launch campaign idea
“For the first time, everyone on the team describes the brand the same way. It’s changed how we make decisions.”
Have a brand that
needs a sharper story?
hello@shubhamwagh.com
Creative & Brand Strategist