empirical

Mesoestetic is one of those brands that provides a clear direction in a sector that disorients. In its aesthetic treatments, they promise pharmaceutical and scientific effectiveness applied to beauty, and they deliver with validated results.

This positioning is partly expressed with a visual and verbal identity that conveys just that: that everything has been absolutely thought out. The variables, controlled. The hypotheses, verified. Science, turned into luxury.

As a branding agency, we developed several key visuals and campaigns for Mesoestetic. In all of them, it was key to understand not only the consumer drivers but also the real and, in many cases, differential scientific basis.

From the principles that govern the ecosystems of the biota in our skin to the spectrum of light.

SENSITIVE SKINS

For the sensitive skin range, we discovered that there is a balance factor in the skin’s biome (the different microorganisms that inhabit it). It was not about eliminating a family of bacteria or stimulating the growth of another genus of microorganisms: what Mesoestetic’s sensitive skin range does is achieve balance between them, as in any other ecosystem.

After that balance, calm returned, the main benefit of the entire range. This discourse was declined with the same headline but different execution, with a model and with a still life.

In the first, transmitting calm through acting, in the second, drawing distant inspiration from zen gardens to suggest that calming effect of the product.

SOLAR PROTECTION

In the case of Mesoprotech, Mesoestetic’s sun protection range, we discovered that its effective coverage goes beyond the usual spectrum in the category, which is easy to say and difficult to make understood.

Especially because we cannot see what is beyond visible light, such as ultraviolet and infrared spectra, and because the consumer is not always clear about which wavelengths of the spectrum a particular sunscreen protects them from.

That is why we chose to make that complete spectrum visible, turning the product into the prism capable of decoding it.

The continued collaboration with Mesoestetic meant several returns to my formative and professional past. In addition to making the most of my humble scientific knowledge (a remnant from my science baccalaureate), it was also an opportunity to return to creative agency methodologies from the brand vision of a branding agency.