Australian beauty brand endota has presented its rebrand and expansion into holistic wellbeing encompassing spa, skincare, college and retreat. The nourish.nuture.you campaign reflects the brand’s move from a spa business to a pioneer in wellbeing across its spas, products, education and digital wellness offerings.
“While the business has grown and evolved exponentially over the past 20 years, the goal has always been to make people feel better and to make wellbeing a healthy habit, rather than a luxury,” said endota’s founder and CEO Melanie Gleeson. “As a leader in wellness, we know that wellbeing is more than a trend and deeper than a quick fix – we know that something special happens when we actively nurture our own health and happiness, we feel more uplifted, more confident and more authentically ourselves.”
“Ask yourself, when was the last time you took a moment just for yourself and your wellbeing? In launching this new brand position and identity, endota is now fully embracing and representing our belief that the experience of wellbeing is our natural state and we want to encourage Australians to take a moment to nourish and nurture themselves and make the pursuit of wellbeing a way of life to feel free within their own skin,” she added.
The campaign was shot by three renowned fashion and beauty photographers, Stephen Ward, Nicole Bentley and Jennifer Stenglein, with no wardrobe, hair or makeup, as well as with natural lighting and no retouching, to showcase this holistic focus. The rebrand will prioritise new creative direction that highlights diversity, connection, vulnerability and strength.
“It’s the ultimate gesture of trust in you for a brand to say they have faith in you as a creator to deliver something that is going to be beautiful and ground-breaking,” Nicole said. “It felt like a gift to be given this brief and I was so inspired to see what I could create with it – it was on me to know when I had captured what was required, and it was important to me to have the time and space to create a real connection with the subjects because I knew this is what would translate to sincere imagery.”
The campaign is live across radio and podcast advertising, social media, online assets and more, and the new brand and visual identity will also be rolled out fully across its Australian and New Zealand spa network signage and product packaging in the near future. The campaign speaks to the brand’s diversity in products and the significance of connection in its services as well.
For more information visit www.endotaspa.com.au
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