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Challenge
In India, there’s never been more pressure to have perfect skin, yet it’s never been harder to maintain, with increased pollution, screen-time and climate change creating the perfect storm for acne to thrive. It’s become a demoralising uphill battle for consumers made worse by a confusing and overwhelming category of products that over-promise and underdeliver.

Unilever’s new specialist acne product range, created by an expert team of scientists and dermatologists, breaks down the acne lifecycle into four key, but simple, stages. The business needed a brand to bring its game-changing proposition to life and packaging design to make the range easy to understand and shop.

Solution
Unilever sought to disrupt the market with a new superior skincare solution; AcneSquad – a brand built to demystify, simplify and empower spot sufferers to take control of their skin.

Acne is the enemy of clear skin, but so often it’s a never-ending uphill battle to manage. Taking this analogy of the battle with acne, we positioned the brand as a ‘supercharged skincare saviour’ – a pioneering partner in crime in the fight against spots.

The design brings to life this fun and fearless spirit through the bold brand mark; the lightning bolt in the letter Q a nod to the brand’s superhero inspired personality and super-targeted efficacy. Its more emotive and disruptive expression targeted at GenZ provides stand out in a traditionally cold and serious category. And its positive and powerful tone of voice reinforces its positioning as a skincare saviour.

Results
AcneSquad is on the attack! Fast gaining an army of fans and new skincare recruits, the brand is forging on with its mission to eliminate acne once and for all!