Sophie Monk fronts launch campaign for new skincare range Aus Medic Co via Toffee Studios
Aussie sweetheart Sophie Monk is fronting the campaign for brand new skincare company Aus Media Co. The campaign has been launched via creative agency Toffee Studios.
This new Australian Made skincare company is now making waves in the skincare industry and lighting up social and OOH with its new six-step regime that’s all about giving your skin the peptide pick me up that its been waiting for.
Based on powerful patented peptide technology, Aus Medic Co is a luxurious regime of advanced skin care solutions that combine scientific research with naturally derived ingredients to assist in reducing the visible signs of ageing that is suitable for all skin types.
Says Alanna Hinds, managing director, The Australian Skin Laboratory: “We are excited the be producing the generation of skin care – Aus Medic Co. Using an easy to use six step number system, we really wanted to help the busy modern women to easily understand how to get the best out of their skin care with an easy routine.
“When in production we also focused on choosing the right active ingredients and peptides to achieve an anti-ageing range that was focused on results to both nourish the skin and boost health and vitality.”
The brand was born from a synergy between functionality of science and creative execution.
Says Emily Owens, executive creative director, Toffee Studios: “When designing the concepts for branding, we wanted the packaging to be based on heritage colour schemes and consumer insight. Working with the behaviour of organising your coloured pencils into colour gradients, we worked this into the brand’s look and feel. We wanted a skincare brand that looked as good on your shelf as it does on your skin.
“We knew that contemporary women live busy complicated lives, and we wanted a numbered skincare system that aimed at creating simplicity in the bathroom.”
The next step for the new brand was to find the right ambassador. And they’ve been lucky to land the beautiful and talented Sophie Monk.
Says Hinds: “Right from the get-go, we knew Sophie was the perfect fit for our new six-step skincare regime.
“She radiates beauty from inside and out, but what we love most about her is that she is real and authentic in ugg boots or high heels. She’s never been anyone but herself.”
The creative agency and the brand team flew to Coolangatta’s Pink Hotel to meet with Monk for the shoot.
Says Owens: “When looking for venues that really encapsulated the Aus Medic Co brand, we really wanted something edgy and on-trend. The Pink Hotel certainly fit the aesthetic.
“We wanted to bring out the edginess of Sophie, whilst paying homage to the brand’s identity. We found the mix of eclectic styling juxtaposed with the pink walls and intricate artwork, a fascinating venue to bring the brand to life.”
Over the coming weeks, Australians will see Monk’s billboards online and outdoor across major capital cities. As well as a large activation across social.
Says Em Hall, social strategist, Toffee Studios: “With such a high proportion of Australian women on social, we knew that creating an integrated social strategy across a variety of platforms is crucial in giving the brand a voice. We’ve been working with micro-influencers in content creation as well as complex paid strategies to drive impressions and audience penetration.”
Despite all of the hype, the brand wants to stay grounded to its approach of high-quality Australian skincare at a fraction of the cost. Aus Medic Co is available exclusively to Priceline Australia in-store and online.
Creative Agency: Toffee Studios
Executive Creative Director: Emily Owens
Producer: Bethany Jones
Production: Toffee Studios
DOP: Josh McIvor
Photographer: Garth Oriander
Photography Assistant: Peter Unger
Social Strategist: Em Hall
Stylist: Natalia De Martin
Makeup: Mia Hawkswell
Priceline Beauty Advisor: Matilda Nicol
