ABOUT

THE CATEGORY CLICHÉHeavy-duty skincare advertising is trapped in hyper-masculine pantomime. It exclusively casts male mechanics wiping engine oil onto work trousers, bricklayers with calloused knuckles, and lumberjacks holding axes. It sells the comfortable lie that "hard manual labor" only happens on building sites. Meanwhile, female skincare is patronized with pastel jars, soft-focus bathrooms, and promises of silkiness and lavender relaxation, completely ignoring that millions of women perform grueling, flesh-destroying physical work every single day.THE PRINCIPLEThe most brutal, high-attrition manual labor in modern society is performed by women in aged care, hospital wards, industrial laundries, and commercial sculleries. Turning ninety-kilogram stroke patients, handling boiling linen, and scrubbing grease with industrial caustic soda destroys the epidermis with the same severity as mining or masonry. We take the domestic craft of fine embroidery and stitch it directly through the stratum corneum of the palm, turning delicate needlework into raw, visceral scars and industrial calluses. The skin proves what society refuses to acknowledge.Brand Strategy, Creative Direction, Art Direction, Copywriting: Deborah Rossouw