In a saturated product category, GENERIC sought to carve out a niche of inclusive skin care for those exploring the beauty industry. Through the campaign concept "Skin is Skin," GENERIC brought to life a product sensitive enough for all skin types regardless of gender or race. Asmbly was tasked with creating the brand identity system, advertising & marketing initiatives, and initiating the campaign execution.
The target demographic for GENERIC is the 16-24-year-old who is exploring the beauty industry for the first time. Leveraging our strategic partners, Asmbly developed a proprietary eight step marketing system to reach this demographic in a way that has yet to be done.
With limited education about skin care being directed towards this demographic, the opportunity to own the niche was possible. Through curated visuals and graphics, Asmbly developed and executed a content plan for social capture which lead to increased engagement and social retention above industry standards.
The identity system needed to be clean, simple, and easy to understand. The naming, Generic, came from the definition of "not specific;" a characteristic of or relating to a class or group of things. This fit the product and the initiatives perfectly. The final visuals represent a bold yet approachable identity applicable to all genders and race.
The approach for the brand was influenced by trending topics in the 16-24-year-old demographic. The visuals created are representative of all walks of life, skin color, genders, and backgrounds. Through these diverse elements, we were able to unite them through a common thread, skin.