Dr Darren McKeown is a leading figure in the field of facial aesthetics and founder of the Aesthetic Medicine Institute. He has long advocated that younger women, at the early stages of the ageing process, should not rely on medical procedures such Botox injections as an anti-ageing measure. Instead, the best pre-ageing treatment for these women is a healthy lifestyle combined with a great skincare regime.
Dr McKeown gave us free rein to devise the branding from scratch for a five-strong premium range of bespoke formulations that treats facial skin before the main effects of ageing takes place – This included the positioning, name, identity, tone of voice, tagline, and packaging design.
Borne from the insight that women aged 25-35 are not ideal candidates for medical intervention even though they believe they are, the benefit is placed front and centre on the on-pack communication: STOP…the wrinkles before they start. The copy-led, editorial headline design style and tone of voice portray a brand with attitude and boldness that’s perfectly suited to the target audience. This style also allows the brand to explain the key ingredients and their advantages. Black foil and silver caps elevate the cartons and tubes into premium territory. A pop of one bright, fresh colour for each product lifts the packs and promotes product benefits. For example, red is used for the more intense nature of the serum. The result is a brand that challenges the visual and verbal cues normally seen in the premium skincare category.
STOP is sold in Harvey Nichols and a best seller on QVC Beauty