Gold Bond
The word “skin” is often used as a singular term. But skin has a plurality of needs, each one different depending on where, when or what you’re doing.
By introducing a simple shift from skin to skins, we helped change the way people think about their skin, positioning Gold Bond as the only brand formulated to nourish all your skins, no matter what state they’re in.
To bring ‘For All Your Skins’ to life, we worked with director Roger Guàrdia to emphasize the ever-changing nature of skin and show how it reacts to different factors throughout a day, from waking up dehydrated, to a hot shower before bed, a humid street market, sitting by an A/C, or being stressed at work.
Design & Art Direction
Using a unique design system — one with mixed typefaces, an essential color palette, lock-ups and a new formula visualization — we pushed Gold Bond beyond its comfort zone, pivoting the original brand identity to a cleaner, more modern look.
Photography style
Every Gold Bond product is scientifically formulated for unique skin types, so we set out to visually capture them all. We worked Victor Llorente to capture and celebrate not just healthy skin, but also reflect the beauty and reality of bumpy, cracked, dry, and damaged skins as well — a first for the category.
Online Campaign
We paired our bold photography with everyday language in a lighthearted cadence, to normalize skin conditions and encourage open conversations about them. With headlines inspired by the campaign line, we clearly defined which skins each product was formulated for.
