“OWN YOUR BEAUTY”
Our technology has come so far yet today’s beauty industry is stuck in the past. Women who are different are still not represented in beauty, and by different we don’t mean 1 or 2 blemishes, we mean DIFFERENT. Women who have to live with Vitiligo, Psoriasis, extreme acne and other skin conditions that are rarely heard of, constantly feel left out, scared, and judged.
THEIR solution: NOT to stand out by hiding their imperfections as much as possible with makeup (and tons of it).
OUR solution: Glossier’s new campaign “Own Your Beauty” takes our original motto “Skin first, make up second” to another level. Women who feel ashamed of their skin conditions, are encouraged to face their unique imperfections by taking off their makeup and facing our society exactly as they are!
YOUTUBE
We will partner with beauty influencers on YouTube who have rare skin conditions to show a make up tutorial that is unlike any other.
SOCIAL + OOH
Part 1:
We will create a movement on Instagram where women with skin conditions will be dared to wipe their make up off. With the use of our hashtags, the women who boldly share their make-up free face will be featured on our campaign’s insta page.
Part 2:
We will place blank print ads that would feature our cleanser and an AR code. Each time curious pedestrians scan the AR code, the algorithm will randomly choose a woman from our insta page to be featured as the model of our print campaign. Each time the code is scanned, a new girl will be featured as the model on one of the three stylized print ad designs (see below).
We will also share these encounters on our insta stories to highlight these women for being brave.
THREE STYLIZED OOH AR PRINTS
GUERILLA
Women who live with skin conditions often report fearing that they will sweat their make up off when at a fitness studio. By placing our cleansers in gyms and yoga studios, we will remind and condone that accepting themselves for who they are is a part of physical and mental health, and is just as important.
