A Groundbreaking Initiative: Creating an Entirely New Brand Within an Established Corporate Landscape
At a Glance
Our client faced the challenge of developing an innovative skincare brand specifically for people with tattoos. This project marked their first independent brand development in decades, showcasing how dedicated employees successfully brought their vision to life with our support, establishing a new product line.
The Challenge
For decades, our client focused on launching new products under existing, iconic brands like NIVEA. Introducing an entirely new brand was a significant challenge, as there was no established internal process for such an undertaking. Additionally, there was a complete lack of data or insights regarding the needs of tattooed individuals when it came to skincare.
The Solution
Our approach was to adopt an agile brand-building strategy based on dynamic methodologies. This method can be metaphorically described as “dynamite fishing,” where ideas are generated, tested directly with consumers, refined continuously, and—if necessary—restarted from scratch.
Our approach to developing "Skin Stories" was a carefully crafted combination of understanding, creating, and validating—three pillars that formed the foundation of our project’s success.
Understanding was the first crucial step, laying the groundwork for our strategy. We began with story listening, attentively hearing the voices of tattooed individuals and tattoo artists. These deep insights helped us build a comprehensive picture of our target audience's needs and desires. The findings were incorporated into an extensive Usage & Attitude (U&A) study, which served as the basis for the next phases.
In the creation phase, we worked within a cross-functional, co-creative environment that brought together diverse areas of expertise. Our unique team included R&D specialists, dermatologists, tattoo artists, and tattooed individuals. Together, we didn’t just develop products—we shaped the entire brand identity. A key element of this process was the use of the “Storybank” method, which served as a creative foundation for generating and collecting ideas and concepts. This approach allowed the brand’s development to be both artistically inspired and scientifically grounded.
The validation phase was an ongoing process, not confined to the project’s conclusion. Throughout each development stage, we continuously validated our progress with consumers to ensure we were on the right track. This iterative process enabled us to refine and adjust our concepts continuously. The final step was the creation of a comprehensive business plan, which laid the foundation for management’s final “go” decision, securing the successful market launch of Skin Stories.
This three-step approach allowed us to gain deep insights into our target audience, create innovative and purpose-driven solutions, and continuously validate our outcomes—ensuring that Skin Stories became not just a product, but a brand with real value and a strong identity.
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To help you get to know us and our work better, we’ve showcased a few of our projects here.
To help you get to know us and our work better, we’ve showcased a few of our projects here.
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