The world of skincare is full of it. Full of false promises, quick fixes and magic potions. To change the game, Zulu Alpha Kilo has given Consonant Skincare a subtle shift in its name and a massive shift in its approach.

One that can’t help but be noticed. It has masturbation at its heart.

The brand has relaunched as Consonant Skin+Care, and its more truthful approach to skin care combines its products with a range of wellness practices – from mindfulness to nutrition – to bring about healthier, more glowing skin. To demonstrate the brand’s new formula, its first campaign focuses on the skin care benefits of self-pleasure, one wellness practice that isn’t often discussed, especially among Canadian women.

“Masturbation causes a number of different physiological and psychological reactions in the body, from decreased stress levels to increased blood flow to the face, all of which help promote healthier skin,” explained Erika Schwass M.Sc., science and wellness manager at Consonant. “A study of 3,500 people showed that those who masturbated at least three times per week looked on average 10 years younger than those who didn’t. Meanwhile less than half of women are masturbating regularly.” 

To kick off the campaign, Consonant and Zulu Alpha Kilo, in collaboration with Mint, partnered with psychotherapist and sexologist, Taylor Nolan, to record Consonant’s new podcast, The More You O. The 6-part mini-series, produced by Zulubot, Zulu’s in-house content creation studio, explores how women can make the most of self-pleasure. Each episode includes a guided audio experience, and information about skin care products from Consonant’s line that would serve as a good pairing, bringing to life the holistic Skin+Care experience. 

To set the mood for the podcast, Consonant Skin+Care is also releasing a limited-edition Come and Glow Bundle that includes four HydrExtreme Charcoal Sheet Masks, a mood-setting custom Consonant x Lohn candle and a pleasure toy from Dame.

The program and bundle were amplified through influencer outreach and PR by Mint. The full campaign includes new brand identity, packaging and website.

“The skin care space is an extremely competitive and cluttered market,” noted Heather Segal, group strategy director at Zulu Alpha Kilo. “The skincare category is lacking the honesty that people deserve. Being able to shine a light on the truth that your best skin lies as much in a bottle as your own wellness practices is what will bring consumers closer to Consonant.”

The More You O podcast is available at all major podcast streaming services including Spotify, Apple, Google Podcasts, and Stitcher.

Credits:

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Christina Yu
Associate Creative Directors: Kevin Sato & Vinay Parmar
Art Directors: Sarah Quinto, Andrea Por & Kevin Sato
Writers: Julia Forrester, Christina Roche & Vinay Parmar
Creative Director, Design: Ryan Booth
Digital Design Director: Vince Rozas
Designers: Kimberly Pereira, Gala Tanaskovic, Kevin Sato, Zoe Kim, Katina Constantinou, Omar Morrison, Petra Cuschieri & Jeff Watkins
Producers: Houng Ngui & Teresa Bailey
Account Team: Nadine Arsenault, Lisa Sousa, Skye Gandy & Nina Bhayana
Strategy Team: Heather Segal, Spencer MacEachern & Stephanie Gyles

PR Agency: Mint 
PR Team: Sarah Garber & Samantha Margolis Fogle

Production House: Zulubot
Sound Engineers & Voice Directors: Dino Cuzzolino & Stephen Stepanic
Producer: Mariya Guzova
Editor & Sound Design: Noah Mroueh
Social Media Editor: Cecilia Bernasch
Photographer: Sophie Sahara
Illustrator: Jacopo Rosati
Studio Artists: Ashleigh O’Brien, Jeannette Downes, Greg Heptinstall, Michelle Kennedy & Andrew Martin 

Client: Consonant Skin+Care
Client Team: William Baker, Kristina Breckon, Erika Schwass & Mary Ross