SKYN and Sid Lee Paris Turn Valentine's Day Into 'vALLentine’s Day'

This Valentine’s Day, SKYN wanted to turn the holiday into Vallentine’s Day, a day to celebrate all types of love and show that the day should be about everyone. Until recently, the holiday was exclusive to couples, with cheesy rom-coms and “his and hers” products bombarding aisles. Last year the condom and lubricant brand celebrated different kinds of love through their campaign, “Pleasure is an Endless Exploration”, featuring a cheeky twist on “Head, Shoulders, Knees, and Toes”. This year, in 2022, the brand 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.

Using the date, 2.14.2022, the brand played off the notion that love doesn’t have to be one man and one woman, there are endless possibilities. 2 queers, 2 trans women, 1 polysexual, 4 binary women… Valentine’s Day shouldn’t be exclusive, and SKYN® wanted to center their new campaign for their bundled products on that notion, with a film that demonstrated their reach towards all kinds of love. “Valentine’s Day has always been a binary heterosexual celebration, it was about time that a brand ended that by including everyone,” explain Sid Lee Paris’s 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.