Åhléns department stores is Sweden’s biggest beauty retailer, with a strong position in customers’ minds. Still, competition is tough, and the same range of products and brands are available pretty much everywhere, including online. We thought it would be a good idea to show how Åhléns’ view on beauty is different, making it more attractive to our main target audience: modern women who like shopping and fashion, but want to shop in a conscious way, and who prefer brands that share their values.
Beauty is traditionally a category built on narrow, unattainable ideals, with a subtle but constant message saying “you’re not good enough”. We wanted to show another dimension: the many women (and men) who think of beauty and skincare as a legitimate passion, an area of knowledge, and an activity we spend time and money on to feel good, rather than to look good for someone else.