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SKYN: A Soft Power Star

SKYN’s approach wasn’t always one of soft power. In the beginning, their marketing was product-focused, detailing the functional benefits of their condom range. Now, though, they’re all about the emotional connection with their customers, choosing language, imagery, and an overall approach - pleasure, rather than protection - that clearly defines them as a lifestyle brand, not a mere manufacturer.

Now, they’re showing that tech and soft power can indeed go hand in hand, with a ‘Save Intimacy’ ad campaign depicting a dystopian, tech-heavy future, as well as their own Alexa Skill focused on mood-setting playlists, without straying from their stylish, soft power approach.


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