The campaign launched in May 2021 as a digital social lead national campaign.
Independent creative agency Dig and Elucent Skincare, a brand of Ego Pharmaceuticals, have launched a new disruptive creative platform challenging the anti ageing skincare category with its nefarious claims, over promises and dubious studies.
This follows the appointment of Dig as the strategic and creative partner of Ego Pharmaceuticals ANZ early in 2020.
“There is a lot of misinformation to consumers by the skincare industry related to ageing skin, making all sorts of miracle claims that are false," Elucent senior brand manager Mary Kechichian says.
"Consumers are looking for scientific evidence in order to trust an anti aging brand. At Elucent we genuinely stand for being authentic, as we have strong science credentials backed by Ego and Dermatologists.”
Mainstream brands use jargon, false promises and well-known celebrities to push their products.
This was a perfect opportunity for Elucent to zag from the category conventions and help give people the facts in language they can understand.
“It’s no secret that the beauty industry is with oversaturated BS claims and often hard to take seriously. We saw an opportunity to call out the faux science and jargon for what it is, total bloody BS," Dig creative director Kate Churcher says.
"Instead, we’ve created a bold campaign that empowers the consumer with just the facts and a clear and simple brand promise.”
The campaign launched in May 2021 as a digital social lead national campaign.
Credits
Creative Agency: Dig Agency
Chief Creative Officer: Pete Cerny
Creative Director: Kate Churcher
Chief Executive Officer: Paul Rhodes
Business Director: Jodi Cousins
Account Executive: Tahlia Mack
Art Director: Alfrance Mak
Agency Producer: Nick Livingston
Online: Kamil Rauf
Client: Ego Pharmaceuticals
Senior Brand Manager: Mary Kechichian
Brand Manager: Jessica Casey
Media Agency: Starcom
Production Company: Photoplay Films
Director: Jasmin Tarasin
