The Matas-owned brand Plaisir was launched back in 1997, inspired by French beauty brands. In a time of focus on sustainability and transparency, there was a need to reposition Plaisir as a locally produced brand based on active, clinically proven ingredients. We created the campaign concept: PLAISIR YOUR SKIN combined with a NORDIC SKIN SCIENCE universe, merging functionality and effectiveness from the laboratory with sensual indulgence.