Consonant Skin+Care Reinvents Broken Industry Formula with Provocative Campaign

The world of skin care is full of it. Full of false promises, quick fixes and magic potions. To change the game, Consonant Skincare has made a subtle shift in its name and a massive shift in its approach.

Relaunching as Consonant Skin+Care, the fiercely independent brand aims to usher a more truthful approach to skin care that combines its award-winning, clinically proven products with a range of wellness practices - from mindfulness to nutrition. When adopted with regularity, this practice of skin care and self-care has proven to bring about healthier, more glowing skin.

In partnership with creative agency Zulu Alpha Kilo, Consonant Skin+Care has relaunched with a new visual identity, including all-new packaging, and a website designed to introduce consumers to its holistic philosophy. And to demonstrate the brand’s new formula, their 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” said 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.”

Leveraging this rich insight, 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'. This six-part mini-series was produced by Zulubot, Zulu’s in-house content creation studio, and 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 skin care space is an extremely competitive and cluttered market” commented 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 on the website and all major podcast streaming services including Spotify, Apple, Google Podcasts, and Stitcher.