Beauty is full of dos and don’ts. Some are fashion, they come and go. Some are cultural and enduring. In Thailand, where diversity is widely embraced, bullying over picking the wrong foundation shade can cause heartbreak. Phrases such as ‘Foundation failed, life ruined’ or ‘Besties don’t let besties wear the wrong shade’ have been passed down through generations of Thais. And society continues to judge foundation choices based on the norm that it must match the skin tone only.
Cute Press and Wolf BKK are setting a new beauty standard, similar to Cruelty-Free, Alcohol-Free, or Coral-Safe, with the goal of building consumer trust and confidence. The campaign, with its fight for self-expression, aligns the brand with the values and aspirations of a young generation – its target audience.
Their work began with a month ago with striking, surreal film for the brand’s My Match Foundation’s 11 shades. This campaign was the beginning of a tangible action, a commitment to creating and expanding a beauty space where everyone feels free to step out of their comfort zone.
Now the partners have intensified their effort with the Judge-Free Foundation Badge, offering everyone the freedom to pick any foundation shade without fear of judgment. With the Judge-Free Foundation Badge, Cute Press rewrites a standard for the beauty industry and for foundation – the belief that no one should be judged for the shade they choose, whether lighter, darker, or matching their skin. Foundation is no longer a rule to follow but a blank canvas to explore endless colours and new expressions of self.
Designed as a finger-over-lips symbol to “shh” the judgment, the badge stands proudly on every bottle of My Match Foundation and can be found across stores nationwide, where BAs guide customers without judgment. The badge is also available for other brands to adopt as a standard, with the ultimate goal of growing the movement and creating a real, industry-wide impact.
Credits
Client: Cute Press
Agency: Wolf BKK, Thailand
Chief Creative Officer: Torsak Chuenprapar
Executive Creative Director Pathida Akkarajindanon
Senior Art Director: Panupong Putong
Senior Copywriter: Pandarie Somjit
Art Director: Narada Kittikunokorn
Copywriter: Poomrapee Ongardvanish
General Manager: Natdhee Sopondhitipun
Group Communications Director: Sirapa Kanchanasuppawong
Communications Manager: Sawarin Juntaratip
Agency’s Producer: Wissuta Sukksawat
