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Foster + Svensson is an award-winning European communications and advertising agency who put forward well-considered design, digital and innovation.

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Mella+ Men

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Mella+ Men

Oaza zdravlja pharmacies and Mella cosmetics launched brand new product range called “Men’s line”, a group of skincare products specially created for men and made of natural ingredients, with aim to fight and defense men’s skin from aging. Foster + Svensson designed digital campaign for Mella+ Oaza zdravlja latest skincare line, by placing age defense product within guarding endorsement.

By latest research and reports on e-commerce spending in Serbia, constant growth is being recorded where people are buying more and more products online. This also applies on buying products from the categories such as beauty (YOY growth +18%*) and food/personal hygiene (YOY growth +23%*) which marks highest YOY growth compared to other product categories. Beauty and fashion products are positioned on 3rd place per average yearly spending by shopping online in Serbia.

For a new skincare line, we used “anti-aging” and “age-defense” as main insight for creation of communication platform. Thus, this is also a product name with targeted benefits, it was also an inspiration for us to create so-called “Ministry of Age Defense” supporting collateral. Placing fellows in military uniform, firmly lined up, prepare to defense men’s age and keep skin youthful. True skincare. Main campaign key visual for “Age Defense” product also come with young adult man, unveiling its natural skin, radiance and need for care. Visualization is important since we display product and its exclusivity along with combination of powerful natural ingredients, hyaluronic acid and vitamins, all effective in men’s anti-aging skincare, as they significantly reduce wrinkles and first signs of skin aging.

Men’s line from Mella+ Oaza zdravlja comes with one more newborn product, a “Cooling Sensation” aftershave balm. This alcohol-free moisturizing balm alleviates the sensitivity after shaving with its cooling effect, as well as the soothing action of aloe vera and magnolia, panthenol, niacinamide (vitamin B3) and allantoin extracts. Hyaluronic acid moisturizes the skin and prevents the formation of wrinkles. This formulated balm with probiotic action of the Yougurten Balance® complex, reduces shaving-induced redness, while tea tree oils remove bacteria from the pores after shaving, preventing irritation and ingrown hair. After applying refreshing “Cooling Sensation” aftershave balm, men’s skin becomes refreshed and soft. Both “Age Defense” and “Cooling Sensation” build synergy when it comes to men’s grooming and skincare.

Beside premiere men skincare products, “Age Control” line is also enriched with one more product, having total of 6 anti-age products in this range. Anti-wrinkle eye balm is a new product by Mella+ Oaza zdravlja. Packed in 15ml bottles, this unique formula contains a blend of vegetable waxes and oils, caffeine, hyaluronic acid, peptides, vitamins, arnica extract, as well as patented blend formulas of white ash bark, wild chestnut blossoms, vitamin B3 and organic silicon, that blend in this way to be the ultimate skincare recipe for eyes that enlighten, hydrate and prevent the appearance of dark circles as well as fine lines and wrinkles. This new product strengthens capillaries around the eye, stimulates skin microcirculation, restricts premature aging of eye contours, reduces dark circles and puffiness, while also hides symptoms of tired eyes. Visual for this new product found its inspiration within the nature, unveiling true beauty of the woman through the essence of flora.

Skincare products by Mella+ Oaza zdravlja now counts 15 exclusively available products at Oaza zdravlja pharmacies in Serbia and also on oazazdravlja.rs.

*Shopping online, Wearesocial, Hootsuite (2019).


Mella Cosmetics, Oaza zdravlja




Pharmaceuticals, Healthcare, Cosmetics