Valentine’s Day has always been about love. Traditionally, though, it has been about a narrow form of love – the love between a man and a woman, celebrated with cheesy romcoms and “his and hers” products.

Skyn thinks that Valentine’s Day should be for all.

Last year, the brand celebrated different kinds of love through its campaign, Pleasure is an Endless Exploration, featuring a cheeky twist on Head, Shoulders, Knees, and Toes. This year, Skyn wanted to bring that sense of freedom to Valentine’s Day and expand it beyond just couples with a new global campaign created by Sid Lee Paris.

So Skyn is turning Valentine’s Day into Vallentine’s Day, a day to celebrate all types of love and show that the day should be about everyone. Love, it notes, doesn’t have to be one man and one woman, there are endless possibilities:

• You with yourself

• 2 binary & 2 non-binary people
• 2 gays
• 2 lesbians
• 1 polysexual & 4 binary women
• 2 trans men
• … (etc)

To celebrate Vallentine’s Day, the brand is offering up to 22% off all products for all.

“Valentine’s Day has always been a binary heterosexual celebration, it was about time that a brand ended that by including everyone,” explained Sid Lee Paris’ creative directors, Celine and Clement Mornet-Landa.

The campaign, which will run in the US, UK, Italy, Poland, and France, highlights the different variables possible and is adapted locally with voiceovers narrated by regional influencers.

Credits:

Advertising Agency: Sid Lee Paris
President: Johan Delpuech
Executive Creative Director: Sylvain Thirache
Creative Directors: Céline & Clément Mornet Landa
Art Director: Olivier Bodet
Copywriter: Max Harrington
Producer: Julia Bakola
Head of Strategy: Bruno Lee
Strategic Planner: Leah Daymon
Operations Director: Antoine Ferrari
Account Managers: Paul Pieuchot

Client : LifeStyles – SKYN
Global Marketing Strategy Director: Marta Toth