Expanding a Boys’ Skincare Brand into a Gender-Inclusive Teen Brand
Contribution: Creative Direction. Branding. Photography.
I led a strategic brand refresh to evolve a teen skincare brand originally built for boys into a modern, gender-inclusive brand designed to resonate with teens of all identities.
The opportunity wasn’t to abandon the brand’s roots, but to expand its emotional and visual range. We recognized that while the original brand spoke confidently to young men, it unintentionally excluded a broader teen audience that was already seeking simple, effective skincare without rigid gender rules.
Our approach focused on refinement rather than reinvention.
Colors & Visuals
We shifted the palette from bold, traditionally masculine tones to a softer, pastel-driven system that feels fresh, calm, and universally inviting. The new colors balance warmth and clarity — playful enough for teens, refined enough to feel credible — creating shelf appeal that attracts across genders without diluting brand strength.
Imagery & Aesthetic
We replaced hyper-gendered visuals with human, expressive, and emotionally open imagery. Skin became the hero—not gender.
Our photography and graphics celebrate real teen moments, diverse identities, and self-expression, allowing anyone to see themselves in the brand without being labeled or categorized.
Tone of Voice
The brand voice evolved from directive and “for guys” to supportive, conversational, and confidence-building for all teens.
We focused on language that empowers rather than instructs — meeting teens where they are with warmth, humor, and clarity, without talking down to them.
Website
The website was designed to feel less like a beauty brand speaking at teens and more like a space built with them in mind.
Rather than relying on over-polished models or aspirational fantasy, we focused on portraying real teens — diverse in gender, skin type, tone, and expression — in moments that feel honest, relaxed, and relatable. The goal was not perfection, but recognition: creating a digital experience where teens could see themselves reflected, without pressure to conform to a single look or identity.
From a UX and content standpoint, the site prioritizes clarity, comfort, and confidence. Skincare is presented as simple and approachable, not overwhelming or intimidating. Language is conversational, not clinical or condescending, helping teens feel supported rather than sold to.
Visually, the site uses soft lighting, natural textures, and open compositions that mirror the gentleness of the product itself. We avoided heavy retouching and hyper-stylized beauty cues, allowing real skin to be visible — including texture, freckles, and imperfections — reinforcing that skincare is about care, not correction.
By grounding the website in real people and real moments, the brand becomes more than a product — it becomes a trusted presence in a teen’s daily routine. One that listens, reflects, and supports rather than dictates.
Ads
To drive both performance and credibility, we developed a visual system that intentionally balanced three forces: product clarity, dermatologist validation, and authentic teen representation.
Rather than relying on a single storytelling angle, we created a layered approach that allowed the brand to perform across channels while building long-term trust.
Product-Centered Visuals ensured clarity and conversion.
We showcased the product cleanly and confidently — focusing on texture, packaging, and in-use moments — so teens and parents alike could immediately understand what it is, how it works, and why it matters. This clarity reduced friction in the purchase journey and improved on-site and retail conversion by removing ambiguity.
Dermatologist Support Added Authority.
We integrated dermatologist-backed messaging and visuals to anchor the brand in real skincare science. This transformed the brand from “just another teen product” into a solution with professional credibility — increasing parental confidence, reducing hesitation, and strengthening purchase intent across paid and organic channels.
Real Teens Built Emotional Trust and Social Proof.
Alongside product and expert validation, we featured real teens using the product in everyday contexts — after practice, before school, getting ready with friends. These moments humanized the brand, made the product feel socially accepted, and encouraged organic sharing, UGC, and peer-driven discovery.
The result was a visual ecosystem that performed at every stage of the funnel:
Product visuals converted
Expert validation reassured
Real teen stories connected
Together, this hybrid strategy delivered stronger ROI by pairing emotional relatability with functional clarity — while generating authentic social proof that no single approach could achieve alone.
Not just better-looking content — better-performing brand storytelling.
The Positioning Shift
The refreshed brand reframes skincare not as a gendered routine, but as a simple, everyday act of self-care.
This repositioning opened the door for broader cultural relevance while staying true to the product’s performance and purpose.
The result is a brand that feels lighter, more inclusive, and more emotionally intelligent — one that invites every teen into the conversation without asking them to fit into a box.
A brand refresh not just in look, but in mindset.