SKINCARE WITHOUT THE BS (BEAUTY SPEAK)

TitleSKINCARE WITHOUT THE BS (BEAUTY SPEAK)
BrandSOAP & GLORY
Product/ServiceSOAP & GLORY - SKINCARE PRODUCT LAUNCH
Category G02. Challenger Brand
Entrant MEDIA.MONKS London, UNITED KINGDOM
Idea Creation MEDIA.MONKS London, UNITED KINGDOM
Production MEDIA.MONKS London, UNITED KINGDOM
Credits
Name Company Position
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.