KINLÒ: The Way We Glow

Purpose agency Kin is launching a new brand initiative on behalf of Naomi Osaka's KINLO brand, a suncare line designed for people with melanin rich skin. The campaign 'The Way We Glow,' will begin rolling out mid-December in a series of films and images that highlight the importance of celebrating your unique identity, beauty and caring for your skin. The brand initiative was developed to educate those with melanin rich skin on the importance of sunscreen and to introduce an expanded line of products that include a hydrating face oil. Advertising for KINLÒ features Naomi and other fitness enthusiasts who enjoy the outdoors. Through a series of vignettes, they all share their personal skin journey’s and the desire and need for skin care that is specific to people of colour. They speak to the misinformation that suncare is not essential for BIPOC communities and the challenges of finding proper suncare specific to their skin's needs - as opposed to manufactured products that leave a whitecast.