Shinncare

Strategy / Branding / Products / Touchpoints / Activation

A brand of skincare oils and products that wants to lift the taboo on intimate skincare? Count us in! Together with Shinncare, we created a unique brand that emits reliability, accessibility, and confidence.

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The opportunity

Shaving, trimming, waxing… The skin in our intimate zones has a lot to bear. That’s why a gynecologist and his son wanted to create a collection of softening and nourishing oils and lotions that hydrate our skin and limit irritation and dryness. Contrary to other oils and creams, Shinncare’s products are developed especially for the intimate zones of both men and women. Founders Dirk and Karl-Filip contacted Equals Three to create a strong brand and help bring their products to market.

The approach

Based on thorough research, we developed a brand that stands out in the skincare market. The name Shinncare was derived from ‘she & him’, but also ‘skin’, ‘shine’ and ‘shin’ (Japanese for ‘true, real, original’). The subtle gray base color gives the brand a down-to-earth and trustworthy feel, while bright-colored accents give it a unisex feel-good touch. By showing close-ups of real intimate skin in photography, we highlight the purpose of the founders: to lift the taboo on intimate skincare. We rolled out the branding into attractive packaging and a range of other touchpoints.

The result

Today, Shinncare products are not just available through their webshop, but are also sold in over 60 physical points of sale. Thanks in part to their attractive brand and storytelling, Shinncare is well on their way to becoming a trusted brand in the saturated skincare market. We are very proud to have helped them on their journey towards making intimate care a part of our daily hygiene routine.

Minimal packaging design

While the light-gray base color emits reliability, the bright-colored, minimal illustrations make the packaging stand out in a classy way. The shapes aren’t perfect, accentuating that Shinncare’s products are for everyone.

Intimate hygiene routine

By using timestamps as a visual element in campaigns, Shinncare can communicate their goal of making intimate skin care part of our daily hygiene routine. The photographs – close-ups of imperfect, real intimate skin – reinforce the accessibility of Shinncare.

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