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Come Closer Veil: Core Concept
Project
A speculative clinical body powder concept that modernizes the classic powder ritual (without talc) for ingredient-literate body care shoppers, designed to deliver sensorial texture, real actives, and a new, repeatable body step brands can build a line around.
Context
Body care has caught up to skincare: shoppers now expect face-grade actives, clear claims, and sensorial payoff from the neck down. At the same time, traditional body powders have fallen out of favor (talc, chalky textures, and old-fashioned positioning make them feel dated). There’s space for a clinical, talc-free “veil” format that gives close-contact confidence (smooth, dry, treated skin) and lets brands ladder into higher-value body systems and refills.
Challenge
Create a body concept that:
- Reframes body powder from retro and talc-heavy to modern, clinical, and talc-free
- Delivers a soft, dry finish and sensorial texture plus meaningful actives for body-care obsessives
- Fits into existing routines as a clear, repeatable step (post-shower, pre-dress, pre-close-up)
- Opens up a refillable system and line architecture brands can scale into (scents, formats, sets)
- Supports premium pricing and higher body-care baskets without losing everyday usability
Insight
Body-care-obsessed shoppers are maxed out on creams and lotions; anything new has to earn a step. In close-contact moments, they want skin that feels finished, dry, and undetectable. That gap creates room for a clinical “veil” step that quietly handles texture, moisture control, and treatment in one move.
Idea
Launch Come Closer Veil as a clinical body veil platform:
- Introduce a talc-free, active-rich powder that layers over existing body care and leaves skin smooth, dry, and subtly scented, giving the brand a clearly differentiated format.
- Define a “post-shower, pre-out-the-door” come closer step that earns a permanent place in the routine, driving repeat use and refill potential.
- Build a refill-first packaging system with a keepable outer vessel and swappable refills, creating room for future scents, limited runs, and kits.
- For the brand, Come Closer Veil creates a new body step that increases units per routine, supports premium pricing and refills, and opens an extensible platform (scents, sets, campaigns) to grow the body business over time.
Role
Led concept, product and brand strategy, and early formula architecture. Identified the whitespace and human tension, defined the clinical-meets-sensory positioning, mapped formula and scent architecture, and built the “come closer” application ritual. Sketched refill-first packaging to show how a single veil idea could drive behavior change, sensorial payoff, and a scalable platform for future launches.
(Speculative project. Not affiliated with any specific brand.)
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