Awareness. Responsibility. Self-love.
Itch’s first beauty account revolved around these three positive messages – from Filipinas to fellow Filipinas.
Biore, a product from Japanese company Kao, set Itch to the task of introducing their makeup remover to the Philippine market. Here, there’s no shortage of women in love with makeup. As for women who use makeup remover, the numbers could definitely use a little lifting.
Cyril Belarmino-Sazon, the account manager for this project, was one of those women who needed convincing. Like many Filipina women, at the end of the day her makeup went off with the help of simple soap and cleansers. Upon taking the account, she learned that though soap and cleansers do the trick outwardly, on a deeper level the makeup doesn’t really go away - instead the residue clogs pores, causes acne, and even speeds up aging. “Nakakatakot.” (It’s scary.)
Thanks to this intimate experience of what it’s like to realize you’ve been doing your skin wrong all this time, the three Itch women assigned on the account used a simple strategy for Biore – holding the Filipina’s hand as they walk the same path from fear to love. Itch produced an online video and a billboard all moving forwards into awareness, and then education.
Through visual cues, Itch creatives showed how simply walking around in a Philippine city can coat your face with pollution, oil, and dirt. With the same aesthetic clarity, they conversely showed the magic of a product like Biore. After Biore you’ll be free of the now unnecessary colors, the smudge, the dirt and everything else, revealing your clean, fresh face underneath. As it always is with beauty brands, it was a highly technical, demanding process all adhering to the Asian sensibility of charming and sweet or, in one word, cute. Through imagery and color, their message was this: “You’re doing something wrong in your skin care regimen. This is what you should be doing.”
The visual images were packed with the power to show what to fear now, and why you should change your habits. When asked about how well coming from a place of fear and prescription would work, the Itch women talked about moving people forward in their natural transition from fear to love.
Their message isn’t about what women should look like or what they should fear looking like. It isn’t just about what they should be afraid of if they do the wrong thing with their makeup. Beneath the visual cues, Associate Creative Director Audrey Orallo says the true message is that “taking care of your skin means loving yourself. You owe it to yourself to look good and feel good.” For them, the Biore account was a challenging account where, as Cy says, they were “pushed to go beyond” in their efforts and in their messaging.
As women, representing a beauty brand like Biore was an opportunity to raise the conversation on self-love and direct Filpinas towards a product that would help them act out this self-love. More prepared and more experienced now, they can definitely say they’re ready for more of all these good ideas.