Where Skincare Meets Neuroscience
Skin to Mind™
Brand CreationProduct InnovationGlobal Go-to-Market StrategyClinical Claims DevelopmentCreative Direction
- North America
- Europe
- Australia
- Asia
- OptiMIST™
- NeuDay™
- NeuNight™
Co-led finished-product clinical studies.
Developed science-backed consumer messaging and product claims.
Skincare shouldn't just focus on how your skin looks. It should also consider the connection between your skin, your senses, and how you feel.
The skincare industry is filled with products promising healthier, brighter, and younger-looking skin. Creating something truly differentiated meant looking beyond traditional beauty benefits and finding a new way to connect skincare with consumers' everyday lives.
For Amare Global, a company built around holistic mental wellness, there was an opportunity to bring that philosophy into a completely new category.
The idea behind Skin to Mind™ was simple but distinctive. The challenge was turning that idea into a credible, science-backed skincare collection that could stand on its own in the beauty market while remaining connected to Amare's broader mental wellness story.
My Role
As Global Director of Product Marketing at Amare Global, and as part of a cross-functional team, I played a leading role in developing Skin to Mind™ from early concept through global launch.
My involvement spanned product innovation, brand positioning and naming, product claims, packaging development, go-to-market strategy, campaign creative, photography, website content, and sales enablement.
I also co-led clinical studies on the finished products, working with scientific and cross-functional partners to establish evidence supporting the collection's skincare benefits and consumer messaging.
Throughout the process, I worked with R&D, scientific advisors, creative teams, digital marketing, and international market partners to bring the brand to life while ensuring the science, positioning, and consumer experience remained aligned.
Create a New Approach to Skincare
From the beginning, the opportunity was to create something that felt different from traditional skincare.
Rather than focusing solely on visible signs of aging, Skin to Mind™ was built around the connection between skin and neuroscience, bringing together advanced skincare ingredients with a sensory experience designed with mental wellness in mind.
I contributed to the product concept, brand naming, and positioning, helping establish an identity that connected beauty innovation with Amare's holistic approach to wellness.
"Skincare Built on Neuroscience. Made With Mental Wellness in Mind."
That proposition became the foundation for the collection's product storytelling and marketing communications.
Turn Complex Innovation Into a Compelling Brand Story
Skin to Mind™ introduced proprietary technologies and scientific concepts that weren't necessarily familiar to everyday skincare consumers.
The collection featured innovations such as HuG Cell™ and NeuroScent Science, combining advanced skincare ingredients with a sensory-focused approach to beauty.
One of my key responsibilities was translating this science into clear, relevant consumer messaging.
I worked closely with scientific and product development teams to communicate how the technologies supported the collection's differentiation, connecting complex ingredient science to familiar skincare concerns such as radiance, hydration, visible signs of aging, and skin resilience.
The goal was to make the innovation exciting and understandable without losing the credibility behind the formulations.
Build Clinical Credibility Into the Product Story
With a brand positioned at the intersection of skincare and neuroscience, supporting the marketing claims with credible research was especially important.
I co-led clinical studies on the finished products, helping connect product testing with the claims and benefits we wanted to communicate to consumers.
This work helped establish the foundation for science-backed marketing materials, product education, and launch messaging.
Rather than relying exclusively on ingredient-level research, the collection could communicate results from testing conducted on the finished skincare products.
Co-led finished-product clinical studies, and developed science-backed consumer messaging and product claims.
Bring a Cohesive Skincare Collection to Life
The initial collection included three complementary products: OptiMIST™ (Awaken + Glow Facial Mist), NeuDay™ (Brighten + Revitalize Serum), and NeuNight™ (Restore + Renew Serum).
Each product needed its own differentiated benefits while remaining connected to the broader Skin to Mind™ brand.
I contributed to product positioning, packaging development, and consumer messaging across the collection, helping ensure that the products worked together as a cohesive skincare routine.
Translate the Brand Into a Complete Consumer Experience
With a new skincare brand, visual identity and storytelling are just as important as the products themselves.
I helped guide campaign and creative direction, photography, content production, and digital marketing to bring the Skin to Mind™ concept to life.
The creative needed to balance the credibility and innovation of skincare science with the emotional and sensory appeal of beauty.
From packaging and product photography to website content, campaign messaging, and launch assets, the goal was to create a consistent experience that felt modern, differentiated, and connected to the brand's positioning.
Take the Brand to Global Markets
Introducing a new skincare collection internationally required balancing a consistent brand identity with different regulatory, consumer, and commercial needs.
I supported go-to-market strategy and launch execution across North America, Europe, Australia, and Asia, working with international teams to align product messaging, marketing materials, and education.
I also contributed to sales training and enablement resources to help independent Brand Partners understand the products, their technology, and how to communicate their benefits.
Successfully launched Skin to Mind™ across North America, Europe, Australia, and Asia, expanding Amare Global's portfolio into neuroscience-inspired skincare.
Co-led finished-product clinical studies that supported the collection's science-backed marketing claims and consumer messaging.
The July 2025 launch received coverage in beauty industry publications, including Women's Wear Daily (WWD), Beauty Independent, and Beauty News Daily.
The project brought together brand development, product innovation, clinical research, creative direction, and global marketing to introduce a differentiated skincare collection aligned with Amare's holistic mental wellness philosophy.