#WorthTheWrinkle

Embracing authentic life moments and changing the beauty conversation

The anti-aging category is dispiriting and one dimensional. It tells young women to shy away from activities they love to indulge in, simply because of the risk to their skin.

Insights told us that women wanted to protect their skin, but not at the cost of living life in the shade.

Change we navigated:

Our client, Clarins, wanted to change a negative conversation to a positive one, encouraging women to live life without fear of skin damage.

#WorthTheWrinkle

Embracing authentic life moments and changing the beauty conversation

The anti-aging category is dispiriting and one dimensional. It tells young women to shy away from activities they love to indulge in, simply because of the risk to their skin.

Insights told us that women wanted to protect their skin, but not at the cost of living life in the shade.

Change we navigated:

Our client, Clarins, wanted to change a negative conversation to a positive one, encouraging women to live life without fear of skin damage.

Clarins sought to reject the traditional notion of beauty, which celebrates over-maintenance and perfection. We wanted to create a movement around aging gracefully, being authentic and not shying away from experiences that make their life richer. We wanted to make this about more than just beauty, but celebrating triumphant moments that are worth the experience, or rather, worth the wrinkle.

So we turned to social, where our target, millennial women shared their life moments. We found social heroines (influencers) that shared content across platforms and in custom editorial. We encouraged our audience to create a movement and share their #WTW moments. From the community that shared their moments, Clarins created two :30 videos to celebrate triumphant moments.

Clarins sought to reject the traditional notion of beauty, which celebrates over-maintenance and perfection. We wanted to create a movement around aging gracefully, being authentic and not shying away from experiences that make their life richer. We wanted to make this about more than just beauty, but celebrating triumphant moments that are worth the experience, or rather, worth the wrinkle.

So we turned to social, where our target, millennial women shared their life moments. We found social heroines (influencers) that shared content across platforms and in custom editorial. We encouraged our audience to create a movement and share their #WTW moments. From the community that shared their moments, Clarins created two :30 videos to celebrate triumphant moments.