Crude Skincare
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Crude Skincare ⎯
Crude Skincare
Rebranding a skincare brand around the microbiome.
ROLE
Writer
Designsake x Crude
I partnered with Designsake Studio to rebrand CRUDE’s clean skincare line.
Our challenge: The skincare brand was built around the microbiome, but it’s customers had no idea WTF the microbiome was or why it mattered. It isn't widely known that the synthetic, detergent-based soap found in many skincare products can actually hurt the skin more than it helps. CRUDE needed a brand identity refresh that could educate and reframe the way people thought about skincare routines.
For the relaunch, we ideated a campaign centered around the tagline ‘Unf*ck Your Flora’. This tagline speaks to what’s at the heart of CRUDE’s mission: to unf*ck your flora, your routine, your notion of ‘clean’, the beauty industry, the powers that be, the status quo, the planet we call home. Photography builds on our raw approach to skincare by featuring real people in the CRUDE community rather than models, in all their unretouched beauty.
We saw an opportunity to educate customers about the 'dirt on soap' and why we can no longer turn a blind eye to our flora. So we created SOUL, the blog portion of Crude's website, which tackles everything from skin disease and the beauty industry’s ugly side to environmental justice and community care. Free your mind and feed your SOUL at The School of UnLearning.
I also continued to write for Crude’s social channels post-launch.
