The Challenge
For decades, marketing and advertising have relied on narrow and often stereotypical portrayals of women. In the age of social media, these tropes have been further amplified through beauty content that promotes sexualization, objectification, and unrealistic standards at scale. K‑Citymarket, Finland’s largest supermarket chain, was preparing to launch a renewed beauty and skincare portfolio. But because gender equality is a core brand value, the launch needed a different approach.
The Solution
K-Citymarket launched its new beauty portfolio, switching the narrative from objectifying women to female empowerment, by appealing to a music genre deeply rooted in Finnish and Scandinavian culture: heavy metal. We partnered with stars of the Finnish metal scene and turned beauty routines into heavy metal soundtracks for social tutorials. Each track represented a different beauty routine and metal subgenre. The singers brought the project to life on social media, and fans shared their own beauty tutorials while playing the songs as the soundtrack. Journalists, musicians, and influencers promoted the initiative after receiving a skincare kit in a customized amp box. Lumene, the biggest skincare brand in Scandinavia, included its products in the lyrics, turning the songs into an innovative product placement in new media.
