Wow Skin Science has released a series of ad films that take the humour route for its ‘Activated Naturals’ face wash with Vitamin C and Niacinamide.
The films highlight the glowing skin that results from using the product using the protagonist played by actor-influencer Aisha Ahmed. Her skin radiates with a glow that makes her boss disbelieve her claimed illness at work. Her friend questions the sincerity of her condolences upon losing her pet, again thanks to the glow. The same holds for a man in hospital following an accident. The humourous plots end with two young women witness to all this – one representing Vitamin C providing the glow and the other Niacinamide that adds the brightness – combining to explain Ahmed’s glowing skin. The films end with the message, ‘Get used to WOW’
The campaign has been conceptualised and produced by Leo Burnett.
Shahnawaz Qadeer, Executive Creative Director, Leo Burnett, said, “It was fun and refreshing to take a new look at beauty commercials. While most beauty ads still prioritise showing the positive outcomes of their product in a quintessential way, we took a counter-intuitive approach and highlighted the challenges of looking too good in certain situations. By latching onto the trend of ‘Pretty People Problems’, our campaign aims to set itself apart by adding some much-needed humour in the world of beauty commercials. We hope that the audience will resonate with the message – you can find your glow in the most unlikely circumstances.”
Vanda Ferrao, Chief Marketing Officer, Wow Skin Science, added, “Through the ‘Activated Naturals’ platform, Wow Skin Science aims to inspire a redefinition of beauty norms. By showcasing radiance in unexpected scenarios and through the lens of humour, the campaign highlights the brand’s commitment to innovative and efficacious skincare solutions. It’s time to move beyond mere natural ingredients – the era of Activated Naturals is here!”
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