HWE is a creative marketing and branding agency specialising in luxury lifestyle brands



  • Strategy
  • Brand Refresh
  • Campaign Creation
  • Digital
  • Film

We were asked to elevate the SmoothSkin brand globally, to deliver a clear functional and emotional benefit to the consumer, while enabling and inspiring consumers to feel beautiful and confident in their own skin, so they can fulfil their own potential. SmoothSkin did not stand out in the market and their communication was incoherent. As a result, their market share was getting easily hit by market fluctuations and up-weighted competitive activity.

Our Solution: As the market was lacking a strong global brand laying claim to the real category high-ground, HWE repositioned the brand by asserting SmoothSkin’s superiority through aspirational visuals, powerful clinical and technical claims with a unified message across the globe. It was important that we looked at how consumers viewed SmoothSkin vs. competitors brand image: Professional, Hi-tech, Premium, Stylish, Luxurious. As the WORLD’S #1 TECHNOLOGY we believe Smoothskin has a big opportunity to actively define the game.

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