This self-initiated project explored the themes of cleanliness, hygiene, and routine, focusing on why many men struggle to engage with skincare. The brief aimed to investigate how skincare could be simplified into a more accessible and sustainable system while encouraging long-term routine and reducing overconsumption.
In response, I created Maintain — a simplified three-step skincare system built around the idea that “3 is all you need.” Alongside the products, I developed a wider campaign including public installations, refill systems, and a supporting app to encourage routine, accessibility, and more sustainable behaviour.
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