Mumbai: Wieden+Kennedy India has launched brownkind in the US. This is a skincare brand that looks to challenge traditional beauty norms and said that it is designed specifically for people of colour. The brownkind team’s collaboration with Wieden+Kennedy Mumbai it said has resulted in a distinctive brand launch, embodying authenticity and inclusiveness.
Through brand name selection, packaging, website, and positioning, the agency team set out to redefine how skincare is perceived. The year-long process across continents involved conceptualisation, strategy, and design in Mumbai, ethnographic research in the NYC market, manufactured in Singapore, and packaged internationally.
The identity and positioning were crafted keeping in mind the various cultural elements, values, and beliefs of the communities that brownkind represents. The company said that it was borne out by the conviction that skincare for skin of colour should not conform to Eurocentric norms.
“So happy to see a doctor couple taking the lead for people of color, the world over and glad to be part of this journey. To me it’s an emotional product line up, hence right from naming to positioning of the brand we were very keen to bring the human aspect as strongly as possible. It involved a deeper understanding of diverse human mindsets, and also the beauty of different skin tones and breaking free from the conventional molds that restrict people of color. The brand aimed to recognise and amplify the unique beauty of individuals with skin of color” Santosh Padhi (Paddy) Chief Creative officer, Wieden + Kennedy India.
Speaking on behalf of brownkind Dermascience, Co-founder, Dr. Gauri Desai “W+K has invested creativity and passion into the process, bringing the brand to life in a way that perfectly aligns with our vision. As founders, this is not just a launch; it is a manifestation of our commitment to creating an inclusive brand that walks the talk”
Founder, Dr. Abhijit Desai said “Brownkind is a brand that stands for diversity and authenticity, driven by the belief that melanated skin is unique and should be celebrated. And, the team at W+K has meticulously steered every facet of the brand from ideation to its current vibrant reality. Showcasing melanin’s importance and its benefits for brown skin in skincare shines through in brownkind, positioning it at the forefront of a new skincare revolution.”
