# Distorted Beauty Billboards This Pola Apex Campaign Represents Imbalanced Skin Solutions By Jana Pijak | Published 2014-11-25 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pola-apex-campaign References: [designmadeinjapan](http://designmadeinjapan.com/magazine/pola-apex/) & [pola.co.jp](http://www.pola.co.jp/) This Pola Apex campaign is unlike a traditional cosmetics ad. The Japanese beauty brand recently re-invented their marketing scheme and presented Tokyo's subway commuters with a set of distorted and conceptual billboards. Mixing traditional beauty photography with complex chart design practices, the Pola Apex campaign introduced its consumers to the effectiveness of their product, a skincare range that improves the imbalances of one's skin. Pola Apex's idea of imbalanced skin was showcased on billboards through a set of folded and distorted face portraits. These photographs appeared uneven and were visually striking for passengers and those walking through a specific metro station. The campaign approached traditional beauty marketing in a fresh and interesting way and make commuters stop and think about its message. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 33% | Activity: 53% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Billboards](https://www.trendhunter.com/billboards) ## Key Themes ### What's Driving This Trend - **Distorted Marketing:** Using distorted or unconventional images in advertising to generate attention and promote the message. - **Conceptual Advertising:** Integrating complex designs and charts in marketing campaigns to create visual appeal and showcase the product's effectiveness. - **Skin Microbiome Products:** Developing skincare ranges that target imbalanced skin microbiomes in order to improve skin health. ### Who This Affects Most - **Cosmetics:** Innovation opportunities for cosmetics brands to use unconventional marketing practices to differentiate their products and drive brand awareness. - **Marketing:** Opportunities in advertising and marketing to use unique designs and campaigns that grab the attention of the audience and make them engage with the message. - **Personal Care:** Opportunities for skincare and personal care brands to develop products that target specific skin imbalances and microbiomes to improve overall skin health. ## Related on Trend Hunter - [Truth-Forward Beauty Campaigns](https://www.trendhunter.com/trends/the-ordinary-x-uncommon.md) - [Debunking Skincare Campaigns](https://www.trendhunter.com/trends/periodic-fable.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [AI Sun Care Billboards](https://www.trendhunter.com/trends/burnable-billboard.md) - [Authentic Skincare Campaigns](https://www.trendhunter.com/trends/authentic-skincare-campaign.md) - [Bold Beauty Campaigns](https://www.trendhunter.com/trends/i-play-beauty-campaign.md) - [Skincare Investment Campaigns](https://www.trendhunter.com/trends/skinvestment.md) - [Up-Close Skincare Campaigns](https://www.trendhunter.com/trends/your-skin-barrier-needs-you.md) - [Non-AI Beauty Campaigns](https://www.trendhunter.com/trends/the-code.md)