SKINCARE WITHOUT THE BS (BEAUTY SPEAK)
Title | SKINCARE WITHOUT THE BS (BEAUTY SPEAK) |
Brand | SOAP & GLORY |
Product/Service | SOAP & GLORY - SKINCARE PRODUCT LAUNCH |
Category |
G02. Challenger Brand |
Entrant
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MEDIA.MONKS London, UNITED KINGDOM
|
Idea Creation
|
MEDIA.MONKS London, UNITED KINGDOM
|
Production
|
MEDIA.MONKS London, UNITED KINGDOM
|
Credits
Jimmy Blom |
Media.Monks |
Executive Creative Director |
Miriam Patience |
Media.Monks |
Senior Creative |
Eric Chia |
Media.Monks |
Design Director |
Sophie Dean |
Media.Monks |
Associate Account Director |
Robyn Johnstone |
Media.Monks |
Strategist |
Cherice Whewell |
Media.Monks |
Senior Producer |
Nafessa Yousef |
Media.Monks |
Senior Producer |
Jamie Webber |
Media.Monks |
Client Partner |
Nur Casadevall |
Media.Monks |
Director |
Rosie Summons |
Media.Monks |
Film Producer |
Merel van der Weijde |
Media.Monks |
Film Producer |
Lluís Murúa Marin |
N/A |
Editor |
Caroline Minster |
Media.Monks |
Editor |
Gabriel Barredo |
Media.Monks |
Sound Designer |
Gabriel Barredo |
Media.Monks |
Sound Designer |
Marlena Joblonska |
N/A |
Designer |
Tom Biskup |
N/A |
Designers |
Write a short summary of what happens in the film
The film starts with ridiculing absurd beauty treatments & trends including the infamous bubble mask, cooling balls and caviar face masks, presenting the treatments as BS (Beauty Speak). We then juxtapose the Soap & Glory alternative, it’s simple, straight-forward, BS free.
We continue to jump between the BS treatments and trends that have taken the beauty world by storm including snail facials, face yoga, bird poo face creams and the art of skincare cocktailing, whilst interspersing Soap & Glory’s efficacious skincare treatments. We close by heroing Soap & Glory’s new skincare product range accompanied by the endline ‘Luxurious skincare without the BS’.
Please tell us about how the work challenged / was different from the brands competitors
The beauty world is full of uninformed, overly complex and ridiculous trends and treatments which flood our feeds. Where the likes of vampire facials and snail slime masks have become the (beauty) norm.
Soap & Glory rallied against the skincare/beauty norms and challenged the status quo with an ad that demystifies the beauty world and calls out the industry on its BS (Beauty Speak) in a way that only Soap & Glory could.
The campaign disrupted social feeds, filtering the faff and provided a fresh perspective on the unruly beauty landscape.
Most importantly the campaign showed S&G putting a stake in the ground in the beauty world. We had a point of view on beauty culture and had taken a stand against the status quo, which resulted in a campaign that was not only disruptive for the brand, but for the beauty industry.