Gillette Venus Debuts Skinclusive Summer Line on Animal Crossing
Grace Mahas — August 5, 2020 — Marketing
References: gillettevenus
Gillette Venus recently unveiled the 'Summer Skinclusive Line' as the newest activation of the 'My Skin. My Way' campaign. This inclusive ad takes a "quarantine-friendly" approach to marketing by targeting consumers virtually, on a digital island in the video game 'Animal Crossing.' The new campaign includes over 250 diverse skin representations with 19 different skin types and 8 in-game skin tones. These avatars enable gamers to showcase common skin realities like freckles, acne, hair, cellulite, scars and stretch marks, vitiligo, tattoos, psoriasis, and differently-abled bodies.
“In a world where there are so many explicit and implicit rules on how women should show or feel about their skin, skin-inclusivity and positive representation matters,” said Anthony van Dijk, Senior Brand Director of Venus North America. “The purpose of our My Skin. My Way campaign is to ensure that we’re putting out responsible imagery that represents reality and celebrates all types of skin, while also spotlighting the diverse skin stories of women all around the world. With Animal Crossing, we saw a unique opportunity to meet women where they are this summer by providing new ways to make gaming a more inclusive space, while also enabling them to gather virtually, safely on a beach to celebrate summer and skin inclusivity.”
Image Credit: Gillette Venus
“In a world where there are so many explicit and implicit rules on how women should show or feel about their skin, skin-inclusivity and positive representation matters,” said Anthony van Dijk, Senior Brand Director of Venus North America. “The purpose of our My Skin. My Way campaign is to ensure that we’re putting out responsible imagery that represents reality and celebrates all types of skin, while also spotlighting the diverse skin stories of women all around the world. With Animal Crossing, we saw a unique opportunity to meet women where they are this summer by providing new ways to make gaming a more inclusive space, while also enabling them to gather virtually, safely on a beach to celebrate summer and skin inclusivity.”
Image Credit: Gillette Venus
Trend Themes
1. Skinclusive Gaming - Creating inclusive gaming experiences that celebrate diverse skin representations and empower gamers to express their unique skin stories.
2. Digital Advertising in Virtual Worlds - Utilizing virtual platforms like Animal Crossing to reach consumers in a quarantine-friendly way and showcase responsible imagery that represents reality.
3. Positive Representation Campaigns - Implementing marketing campaigns that challenge societal beauty standards, celebrating all types of skin and promoting self-acceptance.
Industry Implications
1. Beauty and Skincare - Brands can capitalize on the growing demand for inclusive beauty products and advocate for positive representation in the industry.
2. Gaming and Entertainment - Developing games and virtual platforms that prioritize inclusivity, offering a safe and diverse space for gamers to connect and express themselves.
3. Digital Advertising and Marketing - Exploring innovative ways to connect with consumers through virtual worlds, creating immersive and inclusive advertising experiences.
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