Everyone’s skin tells a story.
POETRY is a new Melbourne-based skincare brand launched by Michelle Driver that began as an experiment in her kitchen in response to her wife’s increasingly sensitive skin.
After friends tried and raved about the products’ deeply cleansing and nourishing qualities, Driver tinkered some more.
Driver said when her wife developed sensitive skin that reacted badly to her usual skincare products, she was naturally curious about what went into them.
"I was shocked at how many toxins were in the whole production process and thought there must be a simpler, gentler way," she said.
The result is a nourishing cleansing oil, intensely hydrating serum and Vitamin A face oil that work together to leave all skin types deeply hydrated and radiant. A base of natural and organic ingredients ensure the products are so gentle, no skin is left behind.
Driver also turned her attention to the whole manufacturing process, going deep on every aspect of production, packaging and shipping to ensure her products are as gentle on the planet as they are on people’s skin.
Of the brand’s name, Driver said there is something deeply affecting and therapeutic about reading and absorbing poetry.
"I see good skincare working in a similar way. It’s a twice-a-day routine that affords you a moment of self-care and contemplation, nourishing for skin and soul," she said.
POETRY is launching with the brand line, 'MORE THAN SKIN DEEP'.
Driver said she was excited to team up with creative company, The Open Arms, to develop the launch campaign.
“They understood what we are trying to achieve and brought us beautiful ideas that truly capture how we see the brand," she said.
The Open Arms creative director, Jess Lilley, said when the agency met Driver, the team were excited by the thought she puts into every detail of POETRY’s development and production.
"And the products are so gorgeous and inclusive. We wanted to create a launch campaign that reflects the generosity and spirit of the product," said Lilley.
"Everyone’s skin tells a story and POETRY responds with gentle love and care.”
The campaign launched with a paid social campaign and products available at poetryskincare.com.au
Credits:
Strategy Director: Amy Hollier
Business Director: Lauren Chibert
Creative Directors: Thalia Economo & Jess Lilley
Graphic Design: Thalia Economo & Caro Latorraca
Stills Photography: Amelia J. Dowd
Motion: MET MEDIA
Media: Social Liaison
