New Melbourne-based skincare brand launches with creative from The Open Arms

New Melbourne-based skincare brand Poetry has unveiled its launch campaign, developed by The Open Arms.

The announcement:

POETRY is a new Melbourne-based skincare brand launched by Michelle Driver that began as an experiment in her kitchen in response to her wife’s increasingly sensitive skin. After friends tried and raved about the products’ deeply cleansing and nourishing qualities, Michelle tinkered some more.

Michelle says: “When my wife developed sensitive skin that reacted badly to our usual skincare products, I was naturally curious about what went into them. I was shocked at how many toxins were in the whole production process and thought there must be a simpler, gentler way.”

The result is a nourishing cleansing oil, intensely hydrating serum and Vitamin A face oil that work together to leave all skin types deeply hydrated and radiant. A base of natural and organic ingredients ensure the products are so gentle, no skin is left behind.

Michelle also turned her attention to the whole manufacturing process, going deep on every aspect of production, packaging and shipping to ensure her products are as gentle on the planet as they are on people’s skin.

Of the brand’s name, Michelle says, “there is something so deeply affecting and therapeutic about reading and absorbing poetry. I see good skincare working in a similar way. It’s a twice-a-day routine that affords you a moment of self-care and contemplation, nourishing for skin and soul.”

POETRY is launching with the brand line, MORE THAN SKIN DEEP. “We were excited to team up with creative company, The Open Arms, to develop our launch campaign,” enthuses Michelle. “They understood what we are trying to achieve and brought us beautiful ideas that truly capture how we see the brand.”

The Open Arms creative director, Jess Lilley, says: “When we met Michelle, we were excited by the thought she puts into every detail of POETRY’s development and production. And the products are so gorgeous and inclusive. We wanted to create a launch campaign that reflects the generosity and spirit of the product. Everyone’s skin tells a story and POETRY responds with gentle love and care.”

The campaign launched on September 13 with a paid social campaign and products available at poetryskincare.com.au


Strategy director: Amy Hollier

Business director: Lauren Chibert

Creative directors: Thalia Economo & Jess Lilley

Graphic design: Thalia Economo & Caro Latorraca

Stills photography: Amelia J. Dowd


Media: Social Liaison

Source: The Open Arms


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