NZ-born skincare brand essano launches new ‘Full Disclosure’ campaign via Bastion Aotearoa
New Zealand-born skincare brand essano has launched Full Disclosure, a bold new brand campaign via Bastion Aotearoa, produced entirely in Aotearoa, reinforcing the brand’s commitment to uncompromising transparency in skincare and honest storytelling.
Fronted by Kiwi icon Anika Moa, Full Disclosure marks a significant evolution for essano, introducing a long-term brand platform anchored in proven efficacy, accessibility and transparency, while deliberately keeping creative development and production in New Zealand.
“essano is a radically honest beauty brand. They openly challenge industry norms built on jargon, exaggerated claims and unrealistic beauty ideals, so when they asked me to be involved, it was a quick yes from me,” says Moa.
Produced by Wellington-based production company RDSTDY, the campaign features exclusively New Zealand talent. The campaign execution comprises two brand films and digital and street marketing capturing honest, witty and vulnerable moments between genuine friends and siblings, rather than traditional casting. Talent also contributed directly to the scripts, ensuring the stories reflect real conversations and lived experiences.
The decision to produce the campaign locally reflects essano’s belief in the strength of Aotearoa’s creative industry and its ability to deliver work of international calibre.
“This campaign was always about authenticity, and that starts with who you work with,” says Matt Slattery, Director of essano at Vitality Brands.
“We’re a New Zealand-born brand, and producing Full Disclosure here allowed us to collaborate with local agencies, local crews, and showcase real Kiwi relationships. At the same time, it reinforces our commitment to proven performance. Transparency and efficacy are commercial imperatives in today’s beauty market. We don’t just say our products work, we prove it. If they don’t deliver results, they simply don’t make the cut,” says Slattery.
At the heart of the campaign is essano’s belief that effective skincare should be made for all. The brand combines next-generation ingredients with clinical testing on its formulas, not just its ingredients, ensuring products deliver proven performance without luxury price barriers.
Beyond the campaign itself, essano’s commitment to New Zealand extends across its product portfolio, with almost all essano products formulated and manufactured in their South Auckland premises.
Designed as a flexible, long-term brand platform, Full Disclosure provides essano with creative and strategic stretch across channels and markets, supporting future innovation and growth, while continuing to invest in New Zealand’s creative ecosystem.
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