PLY is a Swedish skincare startup on a mission to redefine beauty rituals for Gen Z. Built on values of inclusion, authenticity and self-expression, PLY offers performance-driven products that celebrate real skin rather than chase impossible ideals.


BRIEF
The brand needed a culturally relevant communications platform - one that feels contemporary, bold and genuinely engaging to 18–30-year-olds in the Nordics, without relying on traditional ad campaigns. With limited budget and a saturated market, the task was to spark real conversation, earn trust and make PLY impossible to ignore.


SOLUTION
We launched Re(ply)ce the Habit, a scalable platform that turns the habitual ritual of snus into a nourishing skincare moment. The hero product PLYRRAN - a “snus-style” jar of PLYs beloved Beam Drops—hijacks familiar form and function to introduce a new, shareable self-care ritual. Supported by a TikTok challenge (#RePLYceTheHabit), targeted micro-influencer seeding and a launch activation at LYKO and Berghs Festival, PLYRRAN positioned PLY as a daring, community-driven brand.

Strategy/Planning - Agnes Rubäck Reisner 

Graphic Design - Christine Högström 

Growth Marketing - Josefin Sparrdal 

Public Relations - Marley Nicholas 

Digital Design and Strategy - Olivia Shevchuk 

Production Manager - Selma Larsson 

Art Director - Viktor Klouras