Maison D’Auraine
The Concept
Maison D’Auraine is a house of beauty brands born at the intersection of elegance and intelligence. A modern conglomerate, it curates a distinctive portfolio of beauty and hair care brands that marry aesthetics with advanced science, crafting experiences that go beyond surface beauty.
Each brand under the Maison D’Auraine umbrella is thoughtfully created — shaped by research, dermatological insight, and a deep respect for formulation science — yet expressed through luxurious textures, refined design, and sensorial storytelling. Here, beauty is not an indulgence alone; it is intentional, precise, and transformative.
At Maison D’Auraine, beauty finds its soul in science — and science, its most graceful expression in beauty.
The Problem
Despite having a strong portfolio of international brands such as GKHair and pH, Maison D’Auraine lacked a unified and clearly articulated brand narrative. The conglomerate was perceived more as a distributor of premium products rather than a house of brands with a distinct point of view, limiting its ability to build long-term brand equity, emotional connection, and recall in a crowded luxury beauty and personal care market.
The absence of a cohesive brand story across its portfolio resulted in fragmented communication, inconsistent perception, and under-leveraged equity at the group level, especially critical as the brand prepared to scale and introduce new international names into India.
The Solution
We identified that the biggest limitation in the beauty and personal care category wasn’t product access—it was permission.
Despite evolving social attitudes, beauty continued to be communicated through rigid, gendered stereotypes, subtly dictating who beauty was “meant for” and how it should be expressed.
Our strategic leap was to reposition beauty not as a gendered construct, but as a human one.
“Beauty Is Genderless” was conceived as a master narrative, not a campaign line—one that challenged inherited norms, expanded cultural relevance, and aligned seamlessly with Maison D’Auraine’s larger philosophy where science, self-expression, and individuality intersect.
1. Cultural Relevance Over Category Convention
We chose to lead with a cultural truth, not a product message—making the brand relevant beyond the shelf.
2. Inclusive Without Being Performative
The campaign avoided tokenism by focusing on everyday realism, allowing audiences to see themselves rather than be instructed.
3. A Narrative Built to Scale
“Beauty Is Genderless” was designed as a long-term brand platform, capable of extending across: Portfolio brands, Product categories, Geographies, Future international launches
The Impact
Established BEAUTY IS GENDERLESS as a distinctive and progressive master narrative
Strengthened emotional connection and cultural relevance in a cluttered beauty market
Elevated Maison D’Auraine from a portfolio holder to a values-led beauty authority
Created a future-ready platform to support upcoming international brand launches
Positioned the brand as inclusive by design—not by trend