ABOUT

The purpose of this creative brief was to increase brand awareness of L'Oreal's derma-skincare brand La-Rosey Posey. The creative solution was to launch an unconventional campaign targeting young women over 20s, to start learning how to solve their skin problems rather than avoiding them.

Conventional skincare campaigns tend to show stereotypical representations of women, with beautiful skin but don't point out the harsh realities. Research shows that the core culprit to skin problems in fact is makeup, with 70% of women not leaving the house with out it. In today's society young women have become very self conscious about their skin imperfections. Thus find it very difficult to live-up to beauty ideals, reflected in everyday magazines and posters.

Therefore this campaign tells consumers not to hide their skin problems but to solve them, through a fresh down to earth, educational approach. Women should not hide under makeup.

The executions are in print and viral they aim to spread word of mouth and create impact. The placement of print will be in magazines and outdoor posters. The QR codes on the print adverts link to the viral videos on YouTube. These adverts were showcased at our UCA degree show in The Old Truman Brewery, Bricklane, London.