Skin changes. Care can change too.
A skincare brand concept for ages 15–18. The brand focuses on how skin feels today and provides a simple base routine and an open language. The colon lets the audience complete the name with their own status.
Pilot concept; no launch or performance results are claimed.
How the SEGODNYA: brand works
From the client brief to an open name, a product system and audience co-creation. Russian narration.
Build a new skincare brand concept from scratch
A cosmetics holding company approached us to prepare a new brand for a young audience. The starting point was the concept itself: define the need, the name, the promise and the tone of voice. The brief was to create a foundation for products, the visual system, the website and communication.
What we delivered
We developed SEGODNYA: around changing skin states, with an open name, a core claim, a 01 / 02 / 03 / SOS product architecture, visual modules and community rituals. Deliverables include a strategy deck, an interactive landing page and a pre-launch testing plan.
01 · SEGODNYA: ____
An open name that the audience completes.
02 · Status Check
The landing page switches between states and basic routines.
03 · 01 / 02 / 03 / SOS
Cleanse, moisturise, protect and leave alone.
04 · Status Blob
A changing object and colour linked to the current state.
05 · Stickers and templates
Reusable language for everyday situations.
06 · Creator Edition
Community statuses can return to packaging after brand review.