philosophy and Sarah Michelle Gellar have teamed up this October to leverage the scream queen's horror film legacy when it comes to empowering consumers to give retinol skincare solutions a try.
The campaign puts a short film in the spotlight that sees Gellar terrified to discover philosophy's Ultimate Miracle Worker Face & Neck Cream only to have her explain how retinol doesn't need to be scary. The ad spot pays homage to Gellar's work in such horror classics as I Know What You Did Last Summer and The Grudge, while also playing with the concept of fear when it comes to using clinical-strength skincare solutions like retinol.
General Manager of Luxury Skincare Andrea DiNunzio spoke on the philosophy and Sarah Michelle Gellar partnership saying, "At philosophy, we design our products to deliver real results, leveraging our decades of research and patented formulas with actives that don't have to hurt to work. This commitment rings true with our new Ultimate Miracle Worker Face & Neck Cream and guided the direction of this campaign that skincare shouldn't be scary—we'll leave that to the movies. By partnering with a beloved actress in the scary movie space like Sarah Michelle Gellar, we can effectively convey this messaging in a lighthearted way that appeals to our consumer, and we are excited to see it come to life."
Scream Queen Skincare Campaigns
philosophy and Sarah Michelle Gellar Partnered for a Retinol Ad
Trend Themes
1. Celebrity-endorsed Skincare Campaigns - Brands are leveraging the star power of celebrities to add credibility and appeal to their skincare products, creating a direct connection with fans based on trust.
2. Horror-themed Marketing - Utilizing themes from popular horror movies, brands are creating memorable and engaging marketing campaigns that capitalize on nostalgia and novelty.
3. Fear-based Product Education - By addressing common fears and misconceptions directly within their campaigns, brands are making potentially intimidating products more approachable to consumers.
Industry Implications
1. Cosmetics - The cosmetics industry is seeing a shift towards incorporating entertainment and storytelling to make product benefits more relatable and less daunting to new users.
2. Advertising - The advertising sector is increasingly adopting cross-genre collaborations to enhance the emotional impact and memorability of their campaigns.
3. Entertainment - The entertainment industry is expanding its influence into consumer goods by partnering with brands for product endorsements and thematic campaigns.