MANILA — Fresh from launching a campaign that started a conversation on inclusive beauty, Belo does it again; this time, revealing an “ugly truth” that other beauty brands do not dare to talk about.
“Tiis-ganda is a philosophy that Filipinas, especially whitening advocates, adhere to. They think the more sting a product causes, the more effective it is. Many would practically hurt themselves in order to achieve their desired results,” explains Cristalle Belo Pitt, Managing Director of Intelligent Skin Care Inc., the company behind Belo Essentials. “But that doesn’t have to be the case anymore,” she continues.
Enter Belo Kojic Extra Moisture Bar. More than a whitening, non-drying soap, this product promises a more enjoyable personal care experience. And to deliver that message, Belo and its creative and innovations agency partner, NuWorks Interactive Labs, took a decidedly honest approach—one that goes against the grain of traditional beauty campaigns.
“We saw in the brief an opportunity to challenge a beauty philosophy. Our response to tiis-ganda is a campaign built on the insight that a beauty regimen should not feel ugly,” says Abi Capa, Creative Director.
The video introducing the product to the market, launched on the brand’s official Facebook page on July 7, opens with scenes that seem to reflect traditional whitening soap commercials. What initially look like shots of women about to enjoy bath time suddenly turn into visuals that are more commonly thought of as comical, unflattering, and unattractive. These images, which are conventionally off-limits in beauty ads, effectively expose the truth behind many women’s regimen: Consumers suffering from sting whitening.
“We decided to reveal this to show that there’s a better alternative,” shares Ede Virata, Associate Strategy Head. “Us women enjoy our personal care: Putting on makeup, shopping for products, lathering, and so on. The whitening experience should also be as delightful as the rest of our self-care regimen. It’s time to bust the myth that women have to go through so much pain to achieve the kind of beauty they want,” she adds.
A brave move from both brand and agency, this “ugly beauty ad” proves that by tapping into genuine insight and showing it through an unconventional approach, a campaign is able to send a message that’s more real and relevant to its audience. Thanks to its relatable storyline, the Belo Kojic Extra Moisture Bar video has gained over 3 million views—and counting—and hundreds of positive comments since its launch.
“Belo has always been about achieving beauty on your own terms. As the needs and preferences of Filipinas evolve, the brand continues to innovate and release products that address these changing needs in more delightful ways, communicated in more honest, approachable means,” says Belo Pitt.
