Social Campaign
Soap & Glory
Beauty Speak
The beauty world is full of uninformed, overly complex and ridiculous trends and treatments that flood our feeds.
When did vampire facials and snail slime masks become an accepted beauty norm?
We disrupted social feeds, with a campaign that demystifies the beauty world and calls out the industry on it’s BS (Beauty Speak).
My Role
Lead Creative
Responsibilities
Ideation
Creative development
Art direction
Script writing
Prop styling
Post production
Beauty Speak (BS)
[ byoo-tee speek ] · verb
Mild to severe face torture - disguised as the treatment or enhancement of someone's personal beauty. Including but not limited to: snails, urine, snake venom, gemstones, bird poo, 24 Carat Gold, leeches or caviar.
Skincare without the BS.
Challenging the beauty industry’s jargon, trends, and over-the-top treatments—offering a fresh, no-nonsense perspective on the ever evolving (and often absurd) skincare landscape.
The campaign's witty, self-aware tone of voice paired with an Insta-worthy, millennial-pink set design created a playful contrast, and highlighted the irony of beauty fads.
Bringing the most outrageous beauty treatments to life, we showcased Soap & Glory’s straight-talking skincare range—proving that amazing results don’t require gimmicks (or slime).
Turning content into culture
Tapping into meme & GIF culture, we launched Soap & Glory’s first ever Giphy page and created a series of inherently shareable memes, that poked fun at the skincare world in a way that would resonate with our Gen Z / Millennial audience, reinvigorating Soap & Glory’s presence in social culture.
The campaign cut through social feeds, filtered out the faff and most importantly, it positioned Soap & Glory as a bold voice in the industry, which was not only disruptive for the brand, but for the entire beauty industry.
Behind the scenes
Credits
Lead Creative
Miriam Patience
Executive Creative Director
Jimmy Blom
Agency
.monks