Topicals' GOOD SKIN campaign offers a more realistic representation of skin care. In recent years, the beauty industry has seen a backlash to its airbrushed images, resulting in consumers demanding more transparency from brands that promote skin health.
Topicals is aiming to remind consumers that skin does not need to be smooth, pimple-free or wrinkle-free in order to be beautiful, and created a campaign that's both diverse and realistic. The photo images feature an unedited look into what real skin looks like, highlighting dimples, freckles, moles, discolouration and texture.
The brand's founder released this ad in the hopes of changing the conversation around what it means to have "good skin" reminding consumers clear skin shouldn't be the overall goal of skin health.
Image Credit: Topicals
What's Driving This Trend
- Realistic Beauty Standards
- Brands that shift from promoting airbrushed beauty to promoting realistic beauty standards have an opportunity to distinguish themselves from their competitors.
- Transparency and Authenticity
- Consumers are demanding more transparency and authenticity from brands, especially in the beauty industry, which opens up opportunities for brands to showcase their authentic brand story.
- Embracing Diversity
- Brands that embrace diversity, inclusivity, and representation in their campaigns have an opportunity to appeal to a broader customer base and truly connect with consumers.
Who This Affects Most
- Beauty and Personal Care Products
- Companies in the beauty and personal care products industries can leverage realistic skin campaigns to differentiate themselves and appeal to consumers who are looking for more authenticity and transparency.
- Health and Wellness
- The health and wellness industry can take inspiration from realistic skin campaigns and create campaigns focused on embracing diversity, promoting authenticity and transparency, and empowering customers to embrace their unique beauty.
- Marketing and Advertising
- Marketing and advertising agencies can help companies create realistic skin campaigns that showcase authenticity, transparency, and diversity while still maintaining brand story and messaging.
