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III. The Skin at Ease



A person with well-maintained skin appears at ease; light falls across their face like a gentle caress. Overlaid copy reads: The skin at ease, Gentle Facial Cleansing Milk.


Concept and copy for a global product campaign spanning in-store retail, print, digital, and social for the launch of Aesop’s first milk-format facial cleanser. Creative and storytelling was centered around the idea that the cleanser offers a moment of calm in one’s daily routine, by virtue of its delicate and gentle nature.


A stylized shot of the Gentle Facial Cleansing Milk bottle, with light illuminating the product label. Copy reads: Cleansing with a light touch. A tightly cropped profile of a person’s face, neck, and shoulder. Light falls softly across their skin.


Bathed in a soft caress of light and stripped of visual distraction, the campaign exudes a sense of calm, connecting the act of cleansing with the milk to a gentle moment for the self and the skin.

Campaign imagery was lensed by French photographer Gregoire Alexandre, with styling by Sonia Rentsch. 



Screen capture of the Aesop homepage featuring campaign imagery and copy.


Screen capture of a landing page showing close-up texture shots of Aesop cleansing products.

Campaign Landing Page. View the live site ︎


An email for Gentle Facial Cleansing Milk, featuring campaign imagery in soft peach tones.

Campaign poster featuring a short passage of text explaining Aesop's approach to cleansing. Aesop window display featuring handmade wax bowls in various skin tones



A phone screen showing an instagram post of a tightly cropped face, neck & shoulder bathed in soft light. A phone screen showing an instagram post of the oversized demonstration sink at Aesop Le Marais, Paris. A phone screen showing an instagram post of a product bottle with stylized shadows behind it.


A campaign poster in situ within a store. A POS is in the foreground and product shelving is in the background.

Copy: Jack Ball-Smith
Art Direction: Camille Legrand
Project Manager & Producer: Jessica Galvan
Photography: Gregoire Alexandre
Stylist: Sonia Rentsch
Mark