JUNOCO is an AAPI-owned beauty brand dedicated to empowering individuals to accept themselves. The brand recently launched a new campaign called #ToBeHuman that features a variety of realistic skin types as well as ethnicities and genders. The imagery -- posted on Instagram -- highlights real people and their beauty without the use of professional lighting, stylist, or photoshop. Moreover, to showcase the brand's products' effectiveness, the models were only asked to use the JUNOCO cleansing balm for a month prior to the shoot as well as the day of.
In addition, JUNOCO debuted an in-person activation in its hometown of San Francisco. According to the brand, "on the day of the IRL activation, over 300 people attended to foster community on the streets of, in front of JUNOCO’s OOH street posters adorned with the “unconventional” beauty looks of its real models."
Image Credit: JUNOCO
What Makes This Trend Stand Out
- Imperfect Beauty Ads
- Promoting beauty in its natural form, without filters or edits, presents opportunities for cosmetic brands to showcase the true effectiveness of their products on diverse skin types.
- Diversity and Inclusions in Beauty
- Stressing on the importance of inclusive beauty and featuring a diverse range of skin tones, ethnicities, and genders, creates opportunities to empower individuals and deliver a sense of relatability and personalization.
- In-person Activations
- Hosting experiential marketing events could attract customers to engage better with brands and build engaging communities, and provide opportunities for brands to showcase the efficacy of their products.
Sectors Adopting This
- Beauty and Cosmetics
- The beauty and cosmetics industry is an ideal fit to lead an effort promoting diverse and inclusive representation to help foster authentic connections with their customers.
- Digital Marketing and Social Media
- Creating authentic messaging and engagement on social media platforms offer an excellent opportunity for companies to connect with their audience.
- Retail and Experiential Events
- Bringing in-person events to customers through Retail and experiential event spaces fosters a sense of community and builds brand loyalty.
