Canadian skincare brand Consonant launched its third brick-and-mortar store through an out of home (OOH) campaign that utilized the rough textures of its Toronto neighborhood in a unique way.
Consonant Skincare and agency Zulu Alpha Kilo saw an opportunity to show the residents of Toronto’s trendy West Queen West neighborhood the best way to reveal their beautiful skin, and it truly was all around them.
To introduce the brand to the area, Consonant took over the walls and signposts with a series of ambient coupons and postings that took advantage of various surfaces found in the area, like rough brick, dry wood and cracked cement. These surfaces were used to represent different types of skin challenges and invited pedestrians to visit the store if their skin felt like any of the textures highlighted.
For the store launch, Zulu’s design team also created a multi-layer hoarding that consumers could interact with to reveal beautiful skin, located at the store front featuring a series of removable skin-toned coupons that passersby were encouraged to peel off. As the coupons were removed, an invitation was uncovered for consumers to come and reveal their best skin and redeem the coupons at the store’s official opening.
The invitations and posters were simple in message, with statements like "If your skin feels as rough as [a cutout of a brick wall] visit us on June 30." They were all of varying skin tones to further highlight the different textures and colors.
“We are doing things differently in the category and wanted our communications to reflect that," said William Baker, founder of Consonant Skincare. “The team at Zulu understood that and created an unconventional way to launch the store with a campaign that’s clever and impossible not to notice. It reflects how we want to reinvent what it means to be a beauty brand in the 21st century.”
Consonant Skincare’s newest location will also serve as a community hub for wellness, offering a holistic approach to skin health with experts in nutrition, dermatology, meditation and fitness, along with personal analysis and recommendations to achieve great skin, according to a release.
“Consumers are seeking personalized skincare guidance from experts and don’t know where to turn for answers,” said Zak Mroueh, chief creative officer and founder of Zulu Alpha Kilo. “What better way to show a neighborhood that the brand will be there for all their skincare needs than by using the neighborhood itself to convey our message.”
To view samples of the artwork, click on the Creative Works box below.