Wieden+Kennedy India teams up with skincare brand brownkind for USA launch

Delhi: Wieden+Kennedy India teamed up with brownkind to launch the skincare brand in the USA.

brownkind is a skincare brand that challenges traditional beauty norms and is designed specifically for people of color. 

W+K is responsible for the brand’s name selection, packaging, website and positioning. 

The agency said that the year-long process across continents involved conceptualisation, strategy, and design in Mumbai, ethnographic research in the NYC market, manufacturing in Singapore, and packaging internationally.

In a statement, W+K said, “The identity and positioning were crafted with the utmost care, keeping in mind the various cultural elements, values, and beliefs of the communities that brownkind represents. Borne out by the conviction that skincare for skin of color should not conform to Eurocentric norms, brownkind emerges as a beacon of diversity and representation in the beauty industry.”

Santosh Padhi (Paddy) Chief Creative officer, Wieden + Kennedy India, said, “So happy to see a doctor couple taking the lead for people of colour, the world over and glad  to be part of this journey. To me it's an emotional product line up, hence right from naming  to positioning of the brand we were very keen to bring the human aspect as strongly as  possible. It involved a deeper understanding of diverse human mindsets, and also the beauty  of different skin tones and breaking free from the conventional molds that restrict people of  color. The brand aimed to recognize and amplify the unique beauty of individuals with skin of  colour.”

Speaking on behalf of brownkind, Co-founder, Gauri Desai, said,  “W+K has  invested creativity and passion into the process, bringing the brand to life in a way that  perfectly aligns with our vision. As founders, this is not just a launch; it is a manifestation of  our commitment to creating an inclusive brand that walks the talk.” 

Founder, Abhijit Desai, said “Brownkind is a brand that stands for diversity and  authenticity, driven by the belief that melanated skin is unique and should be celebrated.  And, the team at W+K has meticulously steered every facet of the brand from ideation to its  current vibrant reality. Showcasing melanin's importance & its benefits for brown skin in  skincare shines through in brownkind, positioning it at the forefront of a new skincare  revolution.”

Credits: 

Agency Team 

Santosh Padhi (Paddy), Yogesh Rijhwani, Namrata Gosavi, Meghal Gehani,  

Ayesha Ghosh, Karishma Atmaramani, Ankita Suraiya, Ravi Adhikari, Gargi Vegiraju, Anirban Roy, Tania Dey 

Brand team 

Abhijit Desai and Gauri Desai, Vikram Sarma, Tara Mohtadi