Consonant Skincare and Zulu Alpha Kilo, innovative campaign in Toronto’s West Queen West

Ads, Advertising

To launch their third brick-and-mortar store, Consonant Skincare and Zulu Alpha Kilo saw an opportunity to show Toronto’s trendy West Queen West neighborhood the best way to reveal their beautiful skin.

To introduce themselves to the Queen West area, Consonant took over the neighborhood with a series of ambient coupons and wild postings that took advantage of various surfaces found in the area, like rough brick, dry wood and cracked cement. These surfaces were used to represent different types of skin challenges and invited pedestrians to visit the store if their skin felt like any of the textures.

For the store launch, Zulu’s design team also created a multi-layer hoarding that consumers could interact with to literally reveal beautiful skin. It was located at the store front and featured a series of removable skin-tone coupons that passersby were encouraged to peel off. As the coupons were removed, an invitation was uncovered for consumers to come and reveal their best skin and redeem the coupons at the store’s official opening.

We are doing things differently in the category and wanted our communications to reflect that (…) The team at Zulu understood that and created an unconventional way to launch the store with a campaign that’s clever and impossible not to notice. It reflects how we want to reinvent what it means to be a beauty brand in the 21st century.

William Baker,

Founder Consonant Skincare

Consonant Skincare’s newest location will also serve as a community hub for wellness, offering a holistic approach to skin health with experts in nutrition, dermatology, meditation and fitness, along with personal analysis and recommendations to achieve great skin.

Consumers are seeking personalized skincare guidance from experts and don’t know where to turn for answers (…) What better way to show a neighbourhood that the brand will be there for all their skincare needs than by using the neighbourhood itself to convey our message.

Zak Mroueh,

CCO and founder Zulu Alpha Kilo

Consonant Skincare is Canada’s leading line of premium skin care that is as luxurious as the most expensive fashion label brand, as effective as the best-known cosmeceutical brand, and as healthy as the leading natural brand.


Client (Company): Consonant Skincare

Agency: Zulu Alpha Kilo
Clients: William Baker, Kristina Breckon, Jynessa Marczuk

Chief Creative Officer: Zak Mroueh
Creative Director: Gary Watson

Design Director: Ryan Booth

Art Director: Kevin Sato, Kyle Winsor, Manali Kulkarni
Writer: Monika Leck, Ian Dunlop, Dylan Verwey

Designer: Jack Curtis
Studio Artist: Ashleigh O’Brien, Greg Heptinstall
Agency Print Producer: Teresa Bailey

Account Team:  Lisa Sousa, Nadine Arsenault, Skye Gandy

PR Company: Rock-it Promotions

PR Team: Kelly MacDonald, Myriam Tardif

Print Production Partner (Company): Seamliss Marketing & Graphics

Print Production Partner: Steve Cowan

Photographer: Shereen Mroueh