Educating on real skin care

Brand challenge

Sanex are considered to be experts in skincare, but in a clinical “white coats” kind of way. They wanted a campaign that would encourage people to see them as warm and human, without losing their credibility.

Strategy

We realised that the whole skincare industry is built on a bit of a lie – all brands imply that using their products are a one-stop-shop to great skin. However the truth is that it takes much more than that, from diet, to sleep, to stress, and much more in between. We thought if Sanex are real experts they would have the confidence and honesty to admit that their products aren’t going to give you great skin – they’re just part of the solution...

Action

The Sanex Six Simple Steps tour travelled the nation educating people on all the things they should be doing to get great skin other than using Sanex. This was accompanied by online activity featuring blogger Sprinkle of Glitter. This honesty served to strengthen both the brand’s expertise and human attributes.