KICKS KICKS KICKS KICKS KICKS KICKS
Beauty Unlimited! Bringing KICKS Back to the Center of Beauty Culture.
Client:
Kicks
Market:
Sweden
Scope:
BRAND STRATEGY
BRAND IDENTITY
COMMUNICATION CONCEPT
ADVERTISING CAMPAIGNS
PHOTO & FILM PRODUCTION
CREATIVE DIRECTION
Background / Insight:
KICKS is the largest beauty retailer in the Nordics, with over 240 stores and a strong online presence. But the brand was losing relevance among the next generation of beauty consumers. Gen Z had become the cultural driver of beauty, valuing individual self — expression over fitting into traditional ideals. Beauty was no longer about enhancing appearance — it was about showcasing personality, identity, and creativity. KICKS’ brand and communication, however, was still built for a Millennial mindset: accessibility, mainstream aesthetics, and easy — to — achieve norms. As culture shifted toward standing out rather than blending in, this approach no longer matched the expectations of emerging consumers.This gap between culture and KICKS’ expression became the core strategic challenge.
Solution:
Our strategic work shifted KICKS from accessible beauty to expressive beauty — from beauty as a corrective tool to beauty as a creative one. We injected an energetic, playful, and authentic tone that reflects a simple truth: real self — expression has many faces. This became the foundation for the new communication concept Beauty Unlimited. Beauty Unlimited is beauty without apologies — it's about expressing yourself, just how you feel. And it's Kicks' promise to support every beauty journey and empower self — expression with products, guidance, and services. From Beauty Unlimited, we built an entirely new brand experience that runs through every touchpoint, from in — store environments to large-scale advertising campaigns.
