Wieden + Kennedy India partners with skincare brand brownkind Dermascience to launch in USA

Wieden+Kennedy India has launched brownkind in the US. The skincare brand challenges traditional beauty norms and is designed specifically for people of color. The brownkind team’s collaboration with Wieden+Kennedy Mumbai resulted in a distinctive brand launch, embodying authenticity and inclusiveness.

Through thoughtful brand name selection, packaging, website, and positioning, the Agency Team set out to redefine how skincare is perceived.

The seamless year-long process across continents involved conceptualization, strategy, and design in Mumbai, ethnographic research in the NYC market, manufactured in Singapore, and packaged internationally.

The identity and positioning were crafted with the utmost care, keeping in mind the various cultural elements, values, and beliefs of the communities that brownkind represents.

Borne out by the conviction that skincare for skin of color should not conform to Eurocentric norms, brownkind emerges as a beacon of diversity and representation in the beauty industry.

“So happy to see a doctor couple taking the lead for people of color, the world over and glad to be part of this journey. To me it’s an emotional product line up, hence right from naming to positioning of the brand we were very keen to bring the human aspect as strongly as possible. It involved a deeper understanding of diverse human mindsets, and also the beauty of different skin tones and breaking free from the conventional molds that restrict people of color. The brand aimed to recognize and amplify the unique beauty of individuals with skin of color,” says Santosh Padhi (Paddy) Chief Creative officer, Wieden + Kennedy India.

brownkind Dermascience, Co-founder, Dr. Gauri Desai, said: “W+K has invested creativity and passion into the process, bringing the brand to life in a way that perfectly aligns with our vision. As founders, this is not just a launch; it is a manifestation of our commitment to creating an inclusive brand that walks the talk”

Founder, Dr. Abhijit Desai, said: “Brownkind is a brand that stands for diversity and authenticity, driven by the belief that melanated skin is unique and should be celebrated. And, the team at W+K has meticulously steered every facet of the brand from ideation to its current vibrant reality. Showcasing melanin’s importance & its benefits for brown skin in skincare shines through in brownkind, positioning it at the forefront of a new skincare revolution.”

Credits
Agency Team
Santosh Padhi (Paddy), Yogesh Rijhwani, Namrata Gosavi, Meghal Gehani, Ayesha Ghosh, Karishma Atmaramani, Ankita Suraiya, Ravi Adhikari, Gargi Vegiraju, Anirban Roy, Tania Dey
Brand Team
Dr. Abhijit Desai & Dr. Gauri Desai, Vikram Sarma, Tara Mohtadi