Creative agency Mādin has reimagined Momona Skin as Clae, launching the brand with Eras, a storytelling campaign that condenses centuries of skincare into a single narrative.
What’s the concept behind Clae?
The product idea centers on beef tallow, a skincare staple throughout history. Clae reintroduces it as a single-ingredient, luxury routine designed for modern life, proving that simplicity can also embody sophistication.
How does the campaign bring history to life?
Mādin’s campaign playfully asks: “What if Clae had existed then?” Staged in cinematic tableaus, the product is reimagined across iconic eras—from Cleopatra’s chambers to Roman bathhouses to the Western frontier. Each scene highlights the timeless role of skincare in human culture.
Why focus on storytelling?
By weaving history and imagination, Clae turns a minimal skincare routine into a universal story. These narratives celebrate the product’s enduring essence, making it more than a beauty item—it becomes part of cultural memory and reinvention.
What role did Mādin play in the rebrand?
Beyond the campaign, Mādin led Clae’s full transformation, including brand identity and packaging redesign. The result is a clean, timeless aesthetic that balances luxury with accessibility, appealing to today’s conscious consumer.
How does Clae connect with today’s audience?
In a market saturated with complex routines, Clae offers a return to the essentials. By combining heritage, authenticity, and modern design, the brand speaks to audiences who seek both tradition and innovation in skincare.
Final thoughts: A future inspired by the past
With Eras, Clae shows that the best way forward is often to revisit where we began. By distilling centuries of wisdom into one product, the brand redefines luxury skincare as something simple, authentic, and enduring.
FAQs about this campaign
What is Clae’s Eras campaign about?
It’s a storytelling campaign by Mādin that condenses centuries of skincare into a single narrative, reintroducing beef tallow as a luxury, one-ingredient routine.
Why does the campaign stand out?
Because it stages Clae across history—Cleopatra’s chambers, Roman bathhouses, and the Western frontier—asking what skincare would look like if Clae had existed then.
What role does storytelling play?
It transforms a minimalist product into a universal cultural narrative, showing how skincare can embody history, authenticity, and reinvention.
What did Mādin do beyond the campaign?
Mādin handled the full rebrand, including Clae’s identity and packaging design, giving the brand a timeless, clean, and luxury-forward aesthetic.
What can brands learn from Clae?
That blending heritage with modern design and authenticity creates a deeper connection with audiences, proving minimalism can also be storytelling.
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