Burns Group Goes Deep Beneath the Surface to Launch NuFACE Global Campaign

Independent creative agency, Burns Group, and NuFACE, global pioneers in at-home microcurrent skincare, announced today the launch of the brand’s first global ad campaign, ‘FIND BEAUTY IN THE CURRENT’, in support of NuFACE’s latest innovation and brand relaunch.

The campaign flips the traditional anti-aging/problem-solution skincare narrative on its head, by focusing on women being in control to shape the future they want to see, setting their own terms for beauty, ageing, and skincare through tech-enabled microcurrent.

'FIND BEAUTY IN THE CURRENT'  follows Burns Group’s insight and strategic work for NuFACE, including close collaboration with hundreds of highly-invested, luxury skincare enthusiasts through its  BrandInformers practice, who helped identify the emotional insight for the brand as well as the game-changing reason to buy NuFACE: NuFACE goes where traditional skincare can’t – THE MUSCLE – to tone, lift, and contour for results you can see in just five minutes a day and overtime.

“Rarely do you have a chance to truly surprise people who are already deeply committed to their routines, as skincare enthusiasts are,” said Jo McKinney, BG CEO. “But during our co-creation, we literally saw very jaded consumers, giddy with excitement. A great example is this quote from a 36 year old woman, “…I had no idea that we had to take our muscles into consideration when trying to reduce ageing skin! My mind is completely blown!” 

In commenting on the brand’s innovation, Jessica Hanson, NuFACE CEO and beauty industry veteran said, “NuFACE has spent 17 years perfecting and expanding our products because the truth is most skincare products only treat the surface, but treating the muscles underneath improves results. Bringing our latest tech, including bluetooth connectivity for a personalised experience, and an expanded line of skincare products to market necessitated a greater focus on long-term brand strategy and creativity, and that’s why we chose to work with Burns Group”.

‘FIND BEAUTY IN THE CURRENT’ will launch in support of the relaunch of new devices and supporting skincare system across social platforms including TikTok, Instagram, Facebook, YouTube, and in-store and online at retailers such as Sephora, Ulta, Nordstrom, Amazon and more.

“In the highly competitive beauty category, it is critical for a brand to stand out,” explained Arturo Gigante, chief creative officer at Burns Group. “This new campaign really grabs your attention with a visual effect that brings to life NuFACE’s unique beauty and tech story, and a call to action that speaks to our consumer’s desire to take control of their skincare.

“Creatively, what excited us about NuFACE is that the product disrupts what the beauty industry has fuelled since its inception,  the fear of ageing — by giving people more than “hope” in a bottle, with actual control over their skin’s future via FDA-cleared devices and clinically-proven results” said Meghan Dailey, ACD at Burns Group.

‘Find Beauty in the Current’ communicates the literal use of NuFACE Microcurrent; sculpting and shaping the muscles below the surface, but also the larger idea that every phase and age of life is beautiful” said Whitley Edwards, ACD at Burns Group. “It’s meant to evoke the peace of mind that only comes when you know that the future doesn’t have to be scary — the future can be whatever you want it to be — but you and you alone, create it through your daily actions.”

In order to communicate the complex technology and science behind NuFACE products, Burns Group worked closely with production partner, Aggressive, to develop a proprietary face-mapping special effect that dramatises the microcurrent working beneath the skin’s surface, which will be leveraged across all campaign assets. 

“As a marketer, you know a bigger idea for your brand when you see it” said Katie Guild, SVP of marketing at NuFACE. “Find Beauty in the Current”’ takes our brand narrative to a whole new level, motivating a broader audience to understand the impact of microcurrent technology and get involved with the brand”.

NuFACE is the US market leader with +24% retail sales growth in 2022, year-to date.

The brand relaunch and accompanying ‘Find Beauty in the Current’ campaign leverages Burns Group’s obsession with digging deeper to unleash bigger potential in brands  –  a lesson the agency anticipates will become increasingly relevant as brands brace for more and more clutter in advertising.