Skin care brand Olay has launched “Face Anything”, a campaign that encourages female empowerment by celebrating unique personality traits.
The campaign, launched across print and video, features nine inspiring women sharing personal stories of how they face criticism for being ‘too much’ of something, such as too emotional, or too confident, and how they embrace their uniqueness.
The cast includes Olympic gymnast Aly Raisman, comedian and YouTube star Lilly Singh and fashion model Jillian Mercado, who suffers from spastic muscular dystrophy and has become a voice for diversity in the industry.
The campaign is powered by a dedicated microsite that further highlights their cast’s individualities, as well as an influencer campaign that will run on Instagram for 28 days. For the social media element, a cast of influencers have been tasked with documenting themselves using a curated collection of Olay products for the campaign period.
At the end of the programme, the influencers will be invited to join some of the cast on a New York Fashion Week runway. To underscore the authenticity principle of the brand, the influencers will not be wearing any make-up.
The campaign was developed after Olay commissioned a survey that revealed that 54% of women prefer a “natural look”, while 84% said that social media images pressure them into conforming to beauty standards.
Olay is not the first cosmetic company to embrace authenticity, with body care giant Dove, for instance, having championed this mindset throughout its communications for over ten years – such as most recently introducing a tool to identify any image that is digitally enhanced.
The fact that increasingly beauty and skin care brands are choosing to feature real women – flaws and all – to speak to their customer base is a huge indication that this is no longer a trend, but rather a shift in mentality that has been a long time coming.
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