SOMA takes “1 sold every minute” to the streets with new Out of Home campaign

Viral Australian body care brand SOMA has launched a new out-of-home campaign to celebrate its expansion into Coles, marking the brand’s growth to more than 2,000 stores nationally.

The campaign brings SOMA’s now-iconic “1 sold every minute” statistic to life through a series of striking billboards, marking the brand’s next major retail milestone just one year after launching on shelf at Woolworths.

In its first 12 months, SOMA has expanded into more than 1,200 Woolworths and Big W stores nationally, sold one body wash every minute, and grown from a single body wash range into scrubs, hand wash and fragrance. The founders have scaled the brand from an initial $50,000 investment into a seven-figure business now tracking towards eight figures, without external investment.

The campaign was shot by photographer Hugh Davies, whose beauty portfolio includes work with MECCA, with fashion-led styling by Bridget Wald, who has worked with global beauty brand Salt & Stone. The OOH creative was developed by Pamela Kandilakis, Creative Lead at SOMA.

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