Social enterprise Unlabelled launches with skincare range campaign

Unlabelled, a new social enterprise has launched a campaign on their skincare range, donating all of the organisation’s profit to charities that help improve the mental health of Australian youth.

The announcement:

Unlabelled, a new social enterprise with a loud and proud range of hand and body skincare products, has launched a colourful campaign encouraging young Australians to just ‘be you’.

Developed by award-winning skincare professionals, Anthony McDonough and Chris Glebatsas, who were inspired by their 18-year-old daughter, and decided to turn their backs on successful corporate careers to focus on helping future generations instead. Unlabelled aims to help tackle youth suicide, donating 100% of its profits to charities that share its mission to improve the mental health of Australian youth.

Unlabelled has launched to market with a fresh and bold brand campaign, led by Creative Director Nicola Foster. The creative video exemplifies the free and energetic personality of the Unlabelled brand with a diverse cast, coupled with colourful, striking visuals and a bespoke soundtrack. The song was developed in collaboration with singer and songwriter Cheryl Beattie, and her 17-year-old music school student Lachie Clue.

Beattie helps many of her students with how to use music as an outlet for self-expression, with many having faced adversity throughout their lives. Lachie has been working with Cheryl for eight years, and together, the pair wrote the song for the campaign. The lyrics read as ‘Do you get tired of hiding in the shadows? It’s time to retire your disguise and let yourself show. Don’t you realise that you are more than you know. You’re beautiful”.

“I see first-hand so many of my students who struggle every day with their identity and the strong feeling of not being acceptable in society. This is why Unlabelled is such an important project. It’s a positive song that we hope reaches out to everyone with the message that they are beautiful and to celebrate being you,” says Cheryl Beattie.


Campaign Team: BIMM

Group Creative Partner: Nicola Foster

BIMM Group Strategy Partner: Adrian Pritchard

Production Company: Positive Ape

Director/Photographer: Chris Tovo

Executive Producer: Jason Byrne

Producer: Allanah Avalon

Campaign Talent: Onella Muralidharan, Dominic Thatill, Jo Pugh, Jake Crawford, Nico Garm, Josh Deane, Marvin (Haozhen Ye), Tokaya Saunders.

Source: Buzz Group

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