FAACE

OVERVIEW

The beauty industry is finally becoming more inclusive, with many brands launching product ranges which better cater to people of diverse races, ages and genders.

Yet one thing remains the same. Though they may now be more representative in appearance, the people shown in beauty ads remain confident and powerful. Unflappable even.

This campaign is our response to the homogeneous portrayal of the human experience that still prevails in beauty and skincare ads. A call to the industry to make its advertising more relatable and authentic. To embrace the fact that humans are changeable, vulnerable and experience a vast range of emotions on a daily basis.

A fact so perfectly encapsulated by Faace’s range of skincare products, designed in accordance with your skin’s needs, rather than your skin’s ‘type’.

‘Your Mood Changes. And So Does Your Skin’.

CHALLENGE

Faace creates fuss-free skincare designed for ‘skin disrupted by life’. As the brand launched into some of the UK’s most prestigious stores – from Liberty to Harrods – they challenged us to create a campaign that would showcase their extended product range, including their first-ever cleansers and innovative new product, Menopause Faace.

INSIGHTS

75%

Of consumers are more likely to buy a beauty product that is personalised to them and their needs

INSIGHTS

55%

Of consumers think their beauty regimes help them to de-stress

INSIGHTS

16%

Of women in the UK have a need for specific post-workout skincare

CONCEPT

Faace delivers an exciting skincare solution by acknowledging that people are multi-faceted. We are not defined by being one ‘type’ of person. Or one skin ‘type’ for that matter. Our skin is different, not just when compared to someone else’s, but on a day-to-day basis.

Our creative concept embraces the idea that our moods are transient. And so are our skin problems. ‘Your Mood Changes. And So Does Your Skin’ shifts the emphasis away from skin ‘type’ entirely, instead focusing on exactly what your skin needs at a given moment. Your skin’s ‘mood’.

The films show three women experiencing a range of emotions we go through each week, day, or even hour. Joyful expressions – such as laughter, smiling and excitement – contrasted with anger, confusion and despair.

Transforming the fleeting nature of someone’s mood into something empowering. Something to be celebrated. A realistic portrayal of the human experience.