Skinshark was a project I developed in my second year of university, which was a brand extension of the fitness brand, Gymshark, entering the wellness market with a beauty offering.

The campaign,‘Recovery Goes Beyond The Gym’, was inspired around highlighting the struggles around consumers not wanting to wear makeup to the gym as it can cause irritation and clogged pores, however not feeling confident enough to walk into the gym bare faced.

The key goals of this campaign were to reposition Gymshark into the wellness market, to ensure Gymshark is an established market leader in both fitness apparel as well as wellness, to be recognised as the first leading fitness brand to provide both fitness apparel, as well as recovery options for the skin.

Another crucial goal of this campaign was to increase adoption of Skinshark, within Gymshark’s existing customer base, aiming to not reach a new target customer, but to convince the current target customer that this is a critical product they need within their routine.

The final key goal for this campaign is to expand into international markets to enhance sales and audiences, specifically within Germany, as they have the largest wellness markets in Europe, making them a crucial target for the collection to reach.