Wow Skin Science has released a series of Television Commercials (TVCs) that focus on “in-moment” humour to bring out the core message – “WOW Activated Naturals| Get used to Wow”.
The campaign celebrates the launch of its new Brand platform ‘Activated Naturals’ which aims to harness the power of naturals activated with efficacy of new age actives – elevating the end benefit for the consumer – the Wow effect, as per the company statement.
The film is based on relevant and nuanced insight around moments when a woman does not want to look good. The ‘Get used to Wow’ TVC depicts actress-influencer Aisha Ahmed in serious “non-beauty” moments – asking for a sick leave at work or at a pet funeral – emitting a radiant glow, courtesy of Wow’s Vitamin C + Niacinamide Activated Naturals facewash.
The campaign has been conceptualised and produced by Leo Burnett.
Shahnawaz Qadeer, Executive Creative Director, Leo Burnett, said, “It was fun and refreshing to take a new look at beauty commercials. While most beauty ads still prioritise showing the positive outcomes of their product in a quintessential way, we took a counter-intuitive approach and highlighted the challenges of looking too good in certain situations. By latching onto the trend of 'Pretty People Problems', our campaign aims to set itself apart by adding some much-needed humour in the world of beauty commercials. We hope that the audience will resonate with the message – you can find your glow in the most unlikely circumstances.”
Vanda Ferrao, Chief Marketing Officer, Wow Skin Science, said, “Through the 'Activated Naturals’ platform, WOW Skin Science aims to inspire a redefinition of beauty norms. By showcasing radiance in unexpected scenarios and through the lens of humour, the campaign highlights the brand's commitment to innovative and efficacious skincare solutions. It’s time to move beyond mere natural ingredients – the era of Activated Naturals is here!”
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