SKYN campaign highlights emotional connection in couples

SKYN has launched its Christmas campaign Soft Pulse, created by UltraSuperNew, exploring the soft intimacy that connects couples by testing whether partners can synchronise their heart rates without knowing they are in the same room. The work aims to inspire viewers to reflect on their own relationships during the winter season.

Soft Pulse builds on research suggesting that romantic partners often experience aligned heart rates during conversations about their relationship, with stronger synchrony observed among couples who feel greater empathy or satisfaction. The campaign centres on an experiment involving pairs of adults — some strangers and some established couples — who were connected to heart-rate monitors and filmed while seated back to back without any visual or auditory cues.

Experiment reveals synchrony among couples, not strangers

The five-minute film, running on SKYN’s social channels, shows strangers failing to synchronise their heart rates, while couples do. Their reactions shift only when they turn to face each other at the end of the experiment, reinforcing the emotional resonance that exists between romantic partners.

Annie Hou, Associate Director – Sales and Marketing, MAM LifeStyles: “Our products are made from IR material which provides sensational softness and hence comfort. They are not just for men, but for couples who are already close and for those looking to grow even closer. That is why we focus on connecting our brand to the softer, more intimate connections between partners. This time, we also made sure it resonated with younger audiences through fresh, unexpected content while staying true to the SKYN brand.”

UltraSuperNew aims to deepen emotional connection

Yousuke Ozawa, Creative Director, UltraSuperNew: “As always, we didn’t really know if the experiment would work until the day of the shoot. Even with that uncertainty, there was a quiet feeling that everything would come together. That mix of nerves and excitement is what always brings a little magic to our sets, and this time was no different. When the couple finally saw each other at the end, it was pure magic. Their reactions, the way they laughed and lit up, felt truly special, and I hope it inspires everyone who watches the video to embrace softer, more meaningful connections.”

Soft Pulse will run on SKYN’s X channel from 1 December 2025 for three weeks. The experiment will also be open to the public at the UltraSuperNew Kura gallery from 24 to 26 December.

www.skynfeel.com

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