An evocative brief to create all copy for the launch of Sai-Sei: Space NK’s new bath & body range, inspired by the ancient Japanese Onsen ritual of bathing. Copy included storyboarding, followed by all on-pack copy (bath & shower gel, bath oil, body cream, body lotion, bath salts, candles and sponges), visual merchandising (window, in-store) and online. The communication of this exclusive range needed to not only evoke its superior skincare benefits, but the spiritual approach to cleansing the soul through bathing in Japan.
Focusing on the purity and simplicity of the collection I teamed a quote from Space NK Founder Nicky Kinnaird to lead the campaign with a couple of key taglines ‘Cleanse the body, cleanse the soul’ and ‘Discover the Japanese ritual of tranquility’. I then further developed the concept to roll out across all UK and US stores, online and in the press.