This assignment was part of a screening process by an agency that handles Asaya at the moment. The situation was to put out a strategiv pov - What Asaya Should Be Doing On Social Right Now And Why
ANSWER -
After spending time going through Asaya's website and social presence, I don't think the biggest opportunity lies in creating more skincare content. I think the opportunity lies in creating a cultural movement.
Most skincare brands today are competing on ingredients, formulations, routines, and trends. The problem is that everyone eventually starts sounding the same. One brand talks about Vitamin C, another talks about niacinamide, a third talks about retinol, and before long consumers are left navigating a sea of educational content that is informative but rarely memorable.
Asaya already has something much more powerful than ingredients.
It has a point of view.
One thing that particularly stood out to me was the meaning behind the name "Asaya". The hebrew meaning “yahweh has made” serves here beautiful philosophy hidden within that idea. If we are all made by the same creator, then we are all equally deserving of care, respect, and representation.
However, equal treatment does not mean identical treatment.
People have different skin types. Different concerns. Different melanin levels. Different biological responses. So the whole one-size-fits-all approach to skincare was never equality. It was convenience.
What Asaya is doing through its formulations is actually a form of beautiful engineering. The brand understands that melanocytes function differently, that pigmentation concerns are layered, and that treating them effectively requires balancing melanin production, encouraging depigmentation, and maintaining skin barrier integrity simultaneously.
The challenge is that this story is not yet being told loudly enough.
Today, Asaya is participating in the skincare conversation.
Tomorrow, I believe Asaya should own the melanin conversation.
One thing I have observed over the years is that pigmentation is rarely just a skincare issue.
It is often a cultural issue.
Many of us grew up hearing phrases that equated lighter skin with beauty, success, desirability, or status. While urban audiences are increasingly challenging those ideas, millions of people still grow up surrounded by those narratives.
This is where I believe Asaya has an opportunity to become bigger than a skincare brand.
Instead of simply talking about pigmentation, Asaya can lead a movement that changes how people think about melanin itself.
The conversation should move beyond: