Self-love is the most important thing. But self-love is also complicated. We’re not going to fix self-love with new body products. But we’ll give you something special to add to your self-care ritual, something that might perhaps help you love yourself, irrationally, even if just for a couple of minutes.

The strategy for launching Rationale's The Body Collection revolved around intimacy. The brand's core principles have always centred on making people feel good in their own skin, so we wanted to convey radiance and luminosity for face, body and mind, offering self-care and self-love as complex yet essential aspects of life. Beyond positioning the product as yet another little luxury, Love Irrationally encourages individuals to embrace joy in their routines. 

Bathing and movement symbolise moments of pause and freedom; in the campaign, Rationale's products exist to enhance these rituals. The campaign was designed with a motion-first approach, divided into two episodes that follow a day in the lives of three characters. Part one is a celebration of the ritual of bathing: a moment to wash your day off and connect with yourself. A moment just for you, to pause, to breathe: self-care in its most essential form. Part two centres on the joy and euphoria of getting ready for a special night out. 

A series of richly textured, sensorial still-lives and product shots complements the campaign, positioning The Body Collection as a luxurious unwind ritual. How the products translated across e-commerce was also an important consideration, as it needed to feel cohesive with the narrative rather than feeling like an add-on. The end result is a polished, elegant world for Rationale that feels on-brand, yet surprises and entices, appealing to both long-term brand fans and new audiences alike. The national campaign was released across digital, print, in-store, street posters and social media.