Communications strategy
U/1ST
DATE: 2023
SERVICE: COMMUNICATION
CLIENT: U/1ST
DESIGNED BY SIGNNE
U/1ST isn’t your typical makeup brand; it’s where makeup and skincare converge. Formulated with active ingredients that benefit the skin, it goes beyond enhancing beauty to nourish and promote skin health. Our aim was to introduce it, establishing a revolutionary positioning and highlighting the virtues of a product that is leading the way in a new pioneering category.
The biggest challenge was coming up with a strategic concept that was to be the north star for all of U/1ST’s communications. It involved discussing technology and care within the context of a fast-paced and demanding lifestyle, aligning with today’s accelerated way of living.
Diving into these terms, our team identified the concept of ‘Smart Beauty.’ It seamlessly connects with the innovative essence of the brand and its versatile, multi-position feature (a product that can be applied to various areas of the face). All in all, ‘Smart Beauty’ celebrates the technological aspect of the brand and has become its leitmotif.
Only 50% of women know that they can do their makeup while taking care of their skin
En torno al concepto ‘Smart Beauty’ construimos una comunidad con intereses comunes vinculados a los temas y tensiones del público; mujeres para las que la vida va tan deprisa que a veces no queda tiempo para una misma. U/1ST es esa marca que abraza el ‘Always ready’ y que te traslada que puedes cuidarte y estar radiante ―aunque solo tengas 5 minutos― si eliges inteligentemente.
Así fuimos dibujando una identidad cosmopolita, con códigos contemporáneos, tecnológicos y guiños inteligentes. Con una voz honesta, audaz y rigurosa.
Smart Beauty also extends into the realm of art direction
U/1ST draws inspiration from the realms of fashion/beauty and pharmaceutical/technology. We aimed to make the use of mobile interfaces or touch screens iconic to the brand, and we achieved just that. This equilibrium is embedded in its formulas and also extends to its communications. The prevalence of light, neutral tones, and white provided a clinical and aseptic focus but also underwent refinement through the embodiment of the U/1ST attitude, evident in every aspect, from casting choices to the execution of each production. Gradually, we cemented a brand that not only advocates for self-care and well-being but exudes sophistication, minimalism, and a natural essence.
Beyond the product
Our communications strategy, beyond showcasing the product, aims to create a recurring platform that ignites the interests and aspirations of the audience on various channels such as social media, blogs, or newsletters. In doing so, we have cultivated an entire movement, garnering recognition from media outlets such as Elle, Telva, S Moda, ¡Hola! Fashion, Harper’s Bazaar, Glamour, Vanitatis, or Marie Claire.