Thousands of skincare products making big promises. It’s all very confusing and a really rather mad. Noli, the AI-powered beauty platform backed by L’Oréal Groupe, has noticed.

In its first-ever brand campaign, INGO Stockholm and Noli channel humorously the self-doubt, conflicting advice and endless scroll of confusion that define the modern skincare experience, a category where over-choice and contradictory advice have become the new normal. Putting Noli’s science- and tech-driven approach to skincare shopping in the limelight. 

Skinxiety is the first collaboration between Noli and INGO since the appointment of Firdaous El Honsali, one of the industry’s foremost beauty branding specialists, as chief marketing officer, and reunites her with Daniel Fisher, INGO’s global chief creative officer.  

“Noli is one of the most exciting brands I’ve ever worked with. It sits right at the intersection of tech, data and emotion,” Daniel Fisher commented. “With Skinxiety, we wanted to give people permission to laugh at the madness of skincare culture, a culture in which everyone feels lost. This campaign takes that shared confusion and turns it into something empowering, funny, and completely ownable for Noli. It’s modern beauty therapy through creativity.”

“Noli’s first-ever brand campaign shines a light on a new, very modern skincare tension many of us are feeling — the joy of discovery being compromised by skincare burnout, or what we call Skinxiety. It’s the direct result of information overload that fuels confusion at the skincare aisle and decision paralysis,” added Firdaous El Honsali.“We wanted to capture the absurdity of it with a sharp, comic tone of voice, borrowing real language we hear, see across social and in our group chats. We wanted it to feel relevant, relatable and emotional at the same time. We feel Noli can act here as the brand that brings back clarity into the category.” 

The full campaign is running across Sweden covering OOH, DOOH, large-scale murals, PR, influencers, and a phased social activation designed to spark conversation and discovery around Noli.

“We believe beauty discovery should start and end with the individual, not the feed. With what works for your skin, your life, your goals,” stated Amos Susskind, co-founder and CEO of Noli. “At Noli, where 86% of you shop with greater confidence, we also know that when skincare personalisation is designed around people, not products, confidence becomes the new currency of loyalty.  With an industry so desperately wanting to engage with the consumer, and a consumer more than ready to receive, it seems like all we need is a little bit of a paradigm shift.”

Credits:
Client: Noli 
Chief Marketing Officer: Firdaous El Honsali
Marketing Team: Anoushka Kumar, Victoria Corbin, Harriet Powner, Lydia James, Daniel Rutter, Vanessa Scappaticci, Sylvie Clement, Katharine Burwick
Co-founder & CEO: Amos Susskind
Co-founder & Deputy CEO: Maëlle Gasc

Agency: INGO Stockholm 
Global Chief Creative Officer: Daniel Fisher
Executive Creative Directors: Anna Salonen, Hanna Stenwall
Copywriter: Agnes Nisbel Fjäll
Art Director: Shilan Shewki
Global CSO: Hadi Zabad 
Cultural Strategist: Wictor Würtzell
Account Director: Thomas Collier
Account Managers: Hilda Carlsson, Julia Malm Bägén
 Media Agency: &Accelerate (WPP team)
 Influencer: Ogilvy/Oneinfluence (WPP team)