Iräye | The science of radiance
Creating a luxury wellness platform for a brand based in lymphatic science by establishing skin radiance as a quality that shines from within.
Professor Michael Detmar and Dr. Epameinondas Gousopoulos are leading researchers of the function of the lymphatic system - a network of clear subcutaneous vessels that helps to remove waste and toxins from the body. This seemingly unglamorous role is vital to healthy, radiant-looking skin, and with Iräye’s proprietary Lymphactive complex, the pair were bringing to market the first topical skincare to promote radiant-looking skin by supporting lymphatic function.
I worked with boutique brand agency Holiday to help the founders uncover their key insight: That radiance isn’t simply a matter of external appearances, but a signifier of a wellbeing from the inside out. And as the body’s own purification system, the role of lymphatics (and the skincare that supports it) is to help that beacon to shine through at its best.
‘Like cleaning the windows on your lighthouse’, as one of us may have put it.
As a basis for our ‘Science of Radiance’ positioning, this narrative allowed the brand to present as experts in radiance beyond skincare - how it feels, why it is so desired, the lifestyle and diet choices that promote it, and the passions that help it flourish - all tapping into its target audience’s wider wellness interests.
As well as helping to develop the creative concept and brand narrative, I created science explainer copy to introduce the function of the lymphatic system and the efficacy of Lymphactive Complex to a consumer audience; crafted PDP copy communicating the distinguishing benefits of each formulation in the launch collection; and developed a creative playbook for an editorialised coms strategy.
Iräye went from DTC launch to online and in-store with Harvey Nichols within 12 months.
Role: Creative, concept and copy
Agency: Holiday