Sommething French

Making men’s skincare impossible to overthink.

Men’s skincare has gotten better, but not necessarily easier. Sommething French was built around a simple idea: men don’t need more skincare. They need more clarity.

I developed the positioning, naming system, voice, and campaign around four straightforward products: The Clean One. The Soft One. The Important One. The Night One. The “The ___ One” system made the routine understandable and gave the brand a structure that could grow without becoming complicated.

The name Sommething French came from the category’s obsession with European sophistication. It sounds premium enough to belong on a bathroom counter, while giving the brand permission to poke fun at that same pretension.

Role: Brand strategy, naming, copywriting, campaign concept