INGU 7 MOMS

Cultural Context:

In recent years, beauty bloggers and influencers have wielded significant influence over Thai consumers' skincare perceptions, primarily through platforms like Instagram, YouTube, and Facebook. These channels have become crucial avenues for beauty influencers to disseminate skincare advice, offer product recommendations, and share reviews. Consequently, Thai consumers have increasingly embraced elaborate multi-step skincare routines. However, a noteworthy caveat emerges from scientific research conducted by Mona Gohara, an assistant clinical professor of dermatology at Yale School of Medicine, as featured in National Geographic. Gohara's findings suggest that, contrary to popular belief, the optimal skincare regimen for individuals without specific skin issues revolves around maintaining the integrity of the skin barrier. This typically involves the use of three essential products: a gentle cleanser, a moisturizer, and sunscreen.

A short summary of what happens in the film

In the film, "Best," the protagonist, a timid and overly optimistic individual raised by seven mothers, extols the benefits of having numerous ‘caring figures’. However, his positivity blinds him to the negative impacts of their well-intentioned actions. Drawing parallels to skincare, the narrative explores the notion that an excess of care, like excessive skincare products, can yield unintended consequences. As the story unfolds, viewers are encouraged to reflect on the importance of moderation and returning to the fundamentals. And just like skincare, too much goodness, once collided, can do more harm than good. So it's better to stop skincare overdose and just come back to the basic essentials.

Background:

Do you think what the modern skincare problem is? Not sun pollution or age, but skincare itself. With this insight from Thai consumers overuse of skincare and increasing rate in skin problems, INGU decided to launch its brand with a bold move: provoking people to use skincare less. According to a research by Mona Gohara, an assistant clinical professor at Yale School of Medicine, the best skincare routine involves three key products: cleanser, moisturizer, and sunscreen. With this fact, INGU crafted a film provoking people to "Stop Skincare Overdose". Not only does it promotes moderate use of skincare, it also disrupts the skincare industry by challenging norms upheld by big brands, which often refrain from sharing facts that can genuinely improve skin health. By addressing the root cause of modern skin problems, INGU's mission to educate and empower consumers becomes all the more vital.

Strategy:

Our creative strategy centered on challenging industry norms with the "Stop Skincare Overdose" concept. As a brand committed to transparent science, we discovered research by Mona Gohara, an assistant clinical professor of dermatology at Yale School of Medicine, suggesting that the optimal skincare regimen involves just three essential products: a cleanser, a moisturizer, and sunscreen. Leveraging this insight, we crafted a campaign advocating for the use of only these essentials from INGU. This idea stemmed from recognizing the harmful effects of skincare overdose and our commitment to empowering consumers with knowledge. We executed the campaign across various platforms, emphasizing education, authenticity, and transparency. By aligning with audience desires for simplicity and efficacy, we positioned INGU as a trusted authority in skincare wellness, driving engagement and brand loyalty.

The Impact:

The campaign achieved remarkable results, generating 380 million impressions, 94 million reach, and 40 million engagements. INGU saw a significant increase in online followers, with 20,000 new additions, and a 200% increase in sales. This genuine, transparent approach resonated with consumers, positioning INGU as a trusted ally in the skincare industry. Beyond the film, the campaign sparked a movement encouraging users to simplify their routines, proving it was not just a marketing effort but a catalyst for change. These impressive metrics reflect how effectively the campaign met its objectives, driving both awareness and customer engagement, and solidifying INGU's leadership in the industry.