TONE OF VOICE

47 SKIN

47 Skin is a skincare brand that’s all about real people and real results. They only show real customers in their ads. No make-up, no filters, no retouching. Because their unique ingredient Silver Chitoderm™ is so effective at transforming people’s skin, there’s no need to lie to people.

We were asked to create a tone of voice that expressed this empathetic, understated brand idea. Something that enabled 47 Skin to connect with bad-skin-sufferers who were fed up of fake faces and fake claims.

We landed on the voice of a good doctor: someone who has the answers, understands what it’s like to suffer with bad skin, speaks in plain English, and isn’t afraid to make you smile with a bit of charm or disarming directness. With that voice established, we were then able to make a lot of interesting ads…