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 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 PLY’s beloved Beam Drops, hijacks familiar form and function to introduce a new, shareable self-care ritual.

The decision to use a snus can was a deliberate PR strategy to draw attention and challenge unhealthy habits. Many young people in Sweden use snus as a way to cope with stress, often keeping the can close as a comforting object. Beyond health concerns, snus is proven to affect skin negatively by lowering circulation and glow. By keeping the familiar design but changing what it contains, PLY allows users to hold on to the comfort of a habit while transforming it into something positive for their skin and wellbeing.

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