SKYN, Save Intimacy
Context
By 2018, research and data revealed a surprising trend: Millennials were engaging in less intimacy than previous generations at the same age. This was paradoxical—never before had a generation had such unprecedented access to intimacy, whether through knowledge, products, or media representation.
TV shows and films were filled with storylines exploring intimacy, yet Millennials themselves were becoming increasingly disengaged from real-life connections.
Challenge
How can SKYN inspire Millennials to reconnect with intimacy in a world where technology, designed to bring us closer, is actually pulling us apart?
Insight
We live in an era where we are more connected than ever, yet we have never been more disconnected. Digital interactions have replaced physical, emotional, and intimate moments, and the very technology meant to enhance our relationships is now acting as a barrier. SKYN is also a technology, but this one is actually only bringing us closer.
Idea
"Save Intimacy" is a direct call to action—a movement designed to remind people of the importance of real connection. As a brand dedicated to intimacy, SKYN positioned itself at the forefront of this cultural conversation, celebrating the technology that brings us closer, rather than the kind that pulls us apart.
Role
Creative strategy & copywriting.