Skincare brand Skin + Me has launched its first ever TV advertising campaign, using real subscribers rather than models in a first-of-its-kind move.
The move to invest further in brand awareness comes one year on from the brand securing £10 million of funding.
Entitled “Just For You” and created with SNAP video and HERO films the trio of adverts document the real skin stories of three Skin + Me subscribers, with a focus on self-acceptance
Directed by Juliane Taudt and edited by Marta Strauss, the film depicts a selection of intimate moments in Katherine, Edel, and Naomi’s lives, from holiday and nights out to squeezing spots and moments of self doubt — spanning from their childhoods to the present day.
The film captures the light and shade of complex interaction between skin and self confidence via the female gaze.
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“The team looked to Instagram rather than modelling agencies to find the faces of the campaign, because we knew that casting real subscribers would create a feeling of authenticity,” said director Juliane Taudt.
“Edel, Naomi and Katherine had all been independently creating content on social media and documenting their skin journeys with Skin and Me before we approached them for the advert, so we knew they had seen impressive results with their personalised routines and genuinely wanted to share their stories,” she add.
She continued that they “want to show the skin in its most natural way, and dig deep”.
