BMF and Orchard lead Clear Skincare’s first brand refresh in two decades
ASX-listed Enero Group’s agencies, BMF and Orchard, have joined forces for Clear Skincare Clinics biggest brand refresh in 20 years, overhauling its creative platform, visual identity, website and customer experience.
As part of the work, BMF has launched a new campaign for the brand, aiming to re-define beauty standards and inspire a new era of self-love and expression.
Orchard re-designed the brand’s website, leading the digital and customer experience touchpoints.
The brand refresh marks Clear Skincare’s “deep-seated commitment” to helping Australians and New Zealanders with the platform, ‘For the love of me’.
“This is a significant moment for our business, and we couldn’t be more thrilled with the work. Clear Skincare has always been passionate about making people feel confident in their own skin and we want the whole country to connect with that,” said Clear Skincare’s head of marketing, Gavin Bell.
“This work brings the best in marketing bear – an emotive brand with a long term view, a strong market offering and a category leading experience,” he added.
Mikaela Crimmins, head of strategy at Orchard continued: “In the world of clinic treatments, getting started can be tough. Some people worry about cost, some worry about judgement and others question how to justify the investment in themselves.
“But when we met Gavin and sampled the brand (tough job!) we felt that gentle joy that Clear Skincare delivers. The kind of joy that doesn’t come from doing it for the external gaze, but from doing something nice for yourself.
“And this is what Clear Skincare delivers by being simple, personal, real, and affordable – core principles we have connected from brand through to experience,” she said.
BMF’s creative director, Lucy Kough, added: “In the world of skincare, there’s so much pressure on people to either meet a beauty standard or support a grand purpose against it. It all feels like hard work.
“We wanted to remind people that caring for your skin, at its simplest, is an act of self care. Like brushing your hair. Or taking a walk in the sun. And when we do put our own needs first, whatever they are, it actually feels really good.”
The creative will roll out across OOH, BVOD, radio, digital, social and in-store.
Credits:
Client: Clear Skincare Clinics
Digital agency: Orchard
Design and creative agency: BMF
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
BMF
Campaign
Clear Skincare
Enero group
Gavin Bell
Lucy Kough
Mikaela Crimmins
Orchard
rebrand
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