AUTEUR | EXPLORE. DISCOVER. REVEAL.
Brand development for high-active skincare created in service of lives lived to their fullest.
Auteur’s unrivalled quality and concentration of high grade active ingredients brings aesthetician-grade efficacy to consumer luxury. This approach is underpinned, quite simply, by a determination to have it all.
Because living maximally, in pursuit of everything we can do, everything we can be and everything we can experience takes a toll on the skin that can only addressed by skincare created in the same vein.
Working with the boutique luxury agency Holiday, I helped to name the new brand in celebration of those who live to the ultimate degree as true authors of their own life stories. A future-facing architecture and naming plan established the new brand’s ‘Definitive’ collection as its original and eternally the best available, from the start.
Our brand narrative, ‘Explore. Discover. Reveal.’, and accompanying creative playbook aligned the Auteur’s treatment of skincare as a performative art with those who treat the living of life itself as an unrestrained creative pursuit. The brand promise of ‘High Active Skincare Composed in Germany’ communicated both Auteur’s unrivalled efficacy and their reverence for the process of creating it.
The manifesto language, product copy and tone of voice we developed launched the brand website and provided the basis for its ongoing communications as it secured an on-shelf presence in Neiman Marcus and other luxury retailers.
Role: Creative, Creative Direction; concept and copy
Agency: Holiday
Design, art direction and packaging: Alex Bones
Strategy: Glenn Ebert