Title | YOUR MIRROR DOESN'T KNOW YOU. |
Brand | POLA |
Product / Service | POLA APEX |
Category | B01. Posters |
Entrant | MORI Tokyo, JAPAN |
Entrant Company | MORI Tokyo, JAPAN |
Advertising Agency | MORI Tokyo, JAPAN |
Advertising Agency 2 | LIGHT PUBLICITY Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Morihiro Harano | Mori | Creative Director |
Tetsuya Yamane | Light Publicity | Copywriter |
Nanase Suzuki | Light Publicity | Art Director |
Koichiro Doi | Photographer | |
Motoko Shimizu | Mori | Project Manager |
Miho Aoba | Light Publicity | Account Planner |
Ayumi Yasuda | Light Publicity | Account Executive |
Kotaro Sugiyama | Light Publicity | Executive Creative Director |
The brief was to promote and introduce a new category in skin-care, the 'custom-made' series. Based on the POLA's unique skin analysis, the product is customized to fit every user's skin condition.
This campaign launched the new skin-care product POLA APEX, a science-based skin care system that is customized to each user's skin condition. Our brief was to promote and introduce this new 'customizing' category. POLA has been considered as slightly 'old' brand. Therefore, with the launch of a new product, they needed an original and fresh creative to attract younger generation for this campaign.
The use of beautiful models dominates the cosmetics advertisements, and yet, our creative choice was to show the 'unbeautiful faces' and use it as the key visual for the campaign. The shape of the faces were formed based on the real cobweb chart used to analyze user's skin condition at POLA.
The bold graphic attracted our target, young consumers, and rediscovered POLA as their generation's brand. In the 3 months after the campaign, the sales increased 170% from the previous year and 270 thousand people received the skin-check service at the store.