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Marico (Skincare)

Toru worked closely with colleagues and clients at the DDB Mudra Group to build a body of work that showcases the power of insightful strategy, brought alive with creative flair.

The 
Challenge

How would we launch a premium anti-ageing skin-care brand for an audience that resisted the very idea of ageing? 

The
Reframe

The
Approach

You might deny that your skin is ageing. But no can deny that it changes over time, demanding greater care, expertise and investment.

A deep, multi-year exploration of how a generation of Indian women are redefining life’s milestones and markers. 

 

Granular analysis of the language of skincare, examining how cutting-edge global brands conveyed a potent blend of expertise and empathy. 

The
Impact

  • Developed a new ‘skin-stage’ with its own meaning, audience and signifiers 
     

  • Defined the brand’s visual/ verbal vocabulary - working action, ingredient portrayal, packaging design and benefits