ASOS – 24/7 Wellness

The new year is saturated with well-worn clichés around self-care and the notion of wellness has moved on since the days of morning routines and bedtime rituals. ASOS needed to position itself as a moving part of that conversation while generating awareness of its burgeoning beauty offering. 24/7 Wellness signalled that self-care is no longer a Friday night in with a face mask – it can be in action at any place, any time – and there's zero shame in the game.

Creative concept, art direction, taglines, customer-facing messaging.