Through the journey of re-interrogating Laser Clinics Australia’s brand strategy we unlocked an important truth: there exists in society a double standard.  We live in a world where looking good counts in your favour, and yet there’s so much judgement from others attached to that.

We wanted to acknowledge this stigma and embrace that we all have the right to look the way we choose.

This led to the posing of a question designed to prompt people to consider what it is that makes them… well, them. “What’s your youness?” was born as the starting point for a movement to empower people around their looks.