Case study
Client
Lifestyles
Services
Brand Design
Year
2019 - 2025
Challenge
In Japan, deep-rooted prejudice against condoms made media buying and brand exposure difficult for SKYN, despite the product holding #1 global market share.
Decision
My team and I ran a dual strategy: long-term, reposition SKYN as a lifestyle brand built on the strength of human connection; short-term, find creative and placements partners would accept while still sparking conversation — including SKYNBUN, a newspaper-style editorial site.
Outcome
A six-year brand program (2019–2025) that shifted SKYN from a product to a modern sexual-wellness lifestyle brand in Japan.
The work
SKYN - Brand Design
The biggest challenge for SKYN was overcoming deep-rooted prejudice against condoms in Japan, where conservative cultural attitudes continue to create negative perceptions. This made media buying and brand exposure particularly difficult.
To address this challenge, my team and I developed a dual strategy:
A long-term approach to reposition SKYN not only as a high-quality condom brand but as an attractive lifestyle brand
A short-term approach to identify creative ideas and media placements that would be acceptable to partners while sparking conversation among consumers
All new campaigns were built around celebrating the strength of human connection, reinforcing a positive and modern perception of sexual wellness.
SKYNBUN website
Creating content? Check! Design? Check! Developing the "SKYNBUN" website? Check! Check! and Check! What is
"SKYNBUN" you ask? It's a newspaper delivered by SKYN, "the" new soft tactile iR material condom sold in more than 30 countries around the world and holding #1 in marketshare globally. With a focus: "To a softer relationship", SKYNBUN aims deliver articles with a bit of sex and humor to all the Japanese lovers out there.
https://skynbun.jp
