SKINCARE WITHOUT THE BS (BEAUTY SPEAK)
Title | SKINCARE WITHOUT THE BS (BEAUTY SPEAK) |
Brand | SOAP & GLORY |
Product/Service | SOAP & GLORY - SKINCARE PRODUCT LAUNCH |
Category |
B01. Consumer Goods |
Entrant
|
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’.
Cultural / Context information for the jury
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. We disrupted social feeds, challenging the status quo, with a campaign that demystifies the beauty world and calls out the industry on it’s BS (Beauty Speak).
Embedding ourselves in the skincare world, we established a witty tone of voice and an insta-worthy millennial-pink set design which juxtaposed the absurd & ironic beauty world.
We turned our content into culture, calling out the BS, creating a campaign that would resonate with our Gen Z / Millennial audience. Tapping into the meme & Giphy culture, we even launched Soap & Glory’s first Giphy page and created a series of memes and responded to real Tweets where we cut through the Beauty Speak, delivering an unexpected beauty campaign.