Pharmaceuticals, Beauty Products, Cosmetics & Toiletries

Bronze
CAMPAIGN
The Beautiful Truth
AGENCY
Publicis JimenezBasic
CLIENT
Splash Corporation
BRAND
Maxi peel
DETAILS
Thanks to superb innovation in skin care technology, women today see improvements in as fast as 3 days. On the contrary, what Maxi-Peel offers is a 60-day skin renewal process that involves a series of stinging, breakouts and peeling.
 
This is why Maxi-Peel, the local exfoliant leader, was faced with a challenge of growing the minuscule exfoliation segment in a category dominated by global cleanser brands like Pond’s, Olay and Eskinol, all promising beauty in a heart beat.
 
How can a product that works slower prove that it is better?
 
The life insight: “sometimes the most beautiful outcomes come from the most painful experiences” set the stage to position the product function as a necessary process to beautification.
 
“Beautiful Truth: A Beauty Campaign Unafraid To Show The Ugly Truth” was a DAILY web-series, that showcased product efficacy through real-time product exhibition. For 60 days and 60 nights, a talent used the product and authentically described all the highs and lows of the process. 
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