Disrupting luxury skincare with an unretouched campaign for BABOR
BABOR has been leading the way in professional skincare and research since its inception in 1956 in Germany, with a black rose – the symbol of infinite beauty.
The Beach House team was brought on to spearhead all communications programming to bring a disruptive new approach to the brand; creating conversation and advocacy in the North American marketplace.
Named one of the "Top Campaigns of the Year" by Glamour, a key initiative the agency architectured and executed was BABOR 's first-ever North American collaboration, partnering with All Womxn Project, a non-profit organization dedicated to helping girls and women worldwide feel positive, empowered, and confident about themselves regardless of age, shape, or race.
“Babor’s American coming out party.”
“Luxury skincare brand Babor enlisted the nonprofit All Womxn Project to help with its unretouched January campaign that featured models of varying sizes, skin tones, and ages.”
“This Skincare Brand Just Took a Huge Stand Against Photoshopping”
The multi-channel program was designed to drive awareness for the brand in a fresh, new, youthful light that celebrated the beauty of diversity while raising awareness and support for empowering women -- giving the brand a personality and authentic voice to coincide with its effective skincare.
At the heart of the campaign was a stunning creative video and unretouched photography that featured a diverse group of inspiring women, including models, activists, mothers, designers, editors, and more, that capture empowerment, strength, inclusivity, imperfections, and true beauty, while provoking an important conversation that is at the forefront not just of the beauty and fashion world, but within every part of a woman’s life today.
The collaboration aimed to not only change perception and increase awareness for both the brand and AWP, but to provide philanthropic funding to the All Womxn Project through a limited-edition collection of beauty boosters, of which 50% of the sales were donated.
HOW DID WE DO IT?
Media Relations
Creative & Art Direction
Strategic Partnerships
Digital Content Production & Post Production
Casting
Social Media Strategy & Execution
Brand Communication Strategy
Packaging & Collateral Design
Product Launch Communications
Contract Negotiation
Desksides
Eventing
Creative Mailers
Digital Advertising
Website Design
THE RESULT?
Over 250M media impressions. Numerous awards. New doors for the heritage brand. Hundreds of pieces of smart, relevant tastemaker content across social media that alone reached millions of impressions. Over $10K raised for the foundation, and most importantly, a whole lot of women feeling empowered, beautiful, and celebrated.
“One of the most groundbreaking beauty campaigns of the year.”
“This Skincare Campaign Wasn’t Photoshopped and the Gorgeous Results Will Floor You.”
“Beauty for every body: Women of all ages, sizes, and backgrounds, from a plus-size star to a body-positive mom, strip down to pose in nude lingerie for empowering skincare campaign.”
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