WYP Essentials
Oncology: DLBCL
Copywriter/Art Director/Product Design
As Covid erupted and we huddled in lockdown, a conversation between my ex-wife and her friends about how hand sanitizer was destroying their skin and smelled terrible became the genesis for a brand founded on the insight health habits and beauty habits were converging. And a sanitizer brand could become a luxury beauty brand by providing a product that looked, felt, and smelled different than the medicinal alcohol-scented stuff.
While my ex and her friends ordered essential oils and created products, I designed packaging and an online campaign.
Priced significantly higher than Purell or the generics, the entire stock sold out within two weeks. Which may have been due to the general shortages, but sales continued briskly throughout the pandemic, until it became impossible for a small batch manufacturer to get ingredients. At which point we sold the brand and identity to Quality King Distributors, a cosmetics industry leader based in Bellport, NY.
