Client: Noso
What we did: Strategy | Copywriting | Creative Direction | Brand Identity | Packaging
Commercial Outcomes: Organic adoption across NRLW and AFLW playing communities within two months of launch | Unprompted athlete-led advocacy across social | Fixture-day presence in club locker rooms and kit bags | Positioned noso as the definitive recovery brand for women in sport, not another skincare label chasing the category.
Introduction:
Noso came to BOAST with a category nobody had properly claimed: skin recovery built for women who actually play sport, not women who pose for it. The product was strong. The positioning didn’t exist yet. Rather than build another beauty brand borrowing sport as an aesthetic, we built noso as a brand of the game, not one standing near it.
The Strategy:
We grounded the entire brand in rugby, the sport it was born from, before letting it speak to the wider world of women’s sport. Every decision, from tone of voice to visual world, was built around one person: the club player who trains hard and doesn’t have time to be sold a ten-step routine. We positioned Noso as performance recovery, not beauty dressed up as skincare, and gave it a voice confident enough to sit on the same shelf as elite sport.
The Execution & Outcome:
Strategy led into a full brand build: identity, packaging, tone of voice and copywriting designed to move as fast as the women wearing it. No beige-soft, no apologetic femininity. Confident type, a formula story built on real science, and language that reads like it was written by someone who’s actually been on the field.
Six months post-launch, noso didn’t need to chase the rugby community. The community adopted noso as its own. NRLW players started posting about it unprompted. It found its way into locker rooms and kit bags across clubs, and AFLW athletes picked it up too, carrying the brand beyond rugby into the wider world of women’s sport it was always built for.
Noso didn’t launch hoping athletes would notice it. It launched as one of their own.
