The beauty industry is not the most transparent. It makes huge promises using research that sounds impressive – bot only on the surface (note: “tested” is not the same as “proven”).
But a new product on the market in Thailand is disarmingly honest. Emerging skincare brand, Dr. PONG, has launched a new product through agency, Flash Bomber, called the Ineffective Dose facial serum. Its “unique formula” promises that “No matter how much you use, it won’t improve your skin.” It’s packed with high-quality ingredients, but at quantities so low that they offer no benefits whatsoever.
The OOH ads won’t win any awards for art direction, but the idea is striking. It draws attention to what women keep in the back of their minds but deliberately ignore when the next huge promise by a skincare brand is dangled in front of them.
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While the issue of serums whose “active ingredients” are in such low percentages as to be ineffective, has been widely discussed, many customers unknowingly continue to purchase ineffective products.
The brand’s refreshingly honest and never-before-seen approach compels people to read the text again and the campaign not only challenges traditional marketing methods but also prompts consumers to take a closer look at the ingredients and doses in the serums they use.
The campaign aims to encourage people to question and research the ingredients and quantities in their skincare products and facilitate a new level of consumer understanding in Thailand’s skincare industry.
Flash Bomber has built a name for itself with its bold, unconventional ideas such as known for campaigns, such as Heineken Experience Silver’s The Ads That You Can Kick, a series of OOH ads that you kick to test your foot size; it yours fits you have the chance to win a pair of limited-edition Heineken sneakers,and Sunday Insurance’s Cut Off, that graphically warned people against cutting off the ‘unnecessary’ body parts, when it comes to health insurance.
Credits
Brand: Dr.PONG
Creative Agency: Flash Bomber
Chief Creative Officer: Thanasorn Janekankit
Creative Director: Rattasak Mututanondh
Copywriters: Rattasak Mututanondh & Thanasorn Janekankit
Senior Art Director: Nittaya Chananukul
Agency Producers: Nutcha Mauthorn & Suchaya Panjalak
Account Director: Jitlada Detchuchai
Account Executive: Kulsinee Thatinjan
