MANILA — True beauty is inclusive, empowering, and free from restrictions.
This is the message that Belo Essentials is boldly declaring with the launch of Belo Intensive Whitening BB Body Cream. The product—a spray-on makeup for instantly flawless arms and legs—is a unique innovation in the Philippines, and with its launch comes a campaign that’s equally pioneering.
The video introducing Belo BB Body Cream was released on the brand’s official Facebook page on May 31. It starts with a close up of a pair of bare legs and stiletto-wearing feet confidently dancing to the beat. A few seconds into the ad and it is revealed that the dancer is Dora Dorado, the 2016 Labyrinth Ball Vogue Performance Champion and a member of A-Team Philippines, the 2014 World Hiphop Megacrew Champion.
“Belo believes that anyone can be beautiful—no matter what your gender, gender expression, or preference is,” says Jeaune Padua, Brand Manager of Belo Intensive Whitening. With the help of the brand’s creative and innovations agency partner, NuWorks Interactive Labs, this simple message was made more powerful with the choice of talent for the ad. “When our mission was matched with visuals that show just how diverse beauty really is, it evolved into something more meaningful, which resonated with more people,” Padua adds.
The video—with its brave, affirming message and fun visuals—has been received positively by the online community. Merely hours after it was launched, it gained 378,000 views, more than 6,500 likes, and 891 shares—and still counting. Aside from product inquiries, the comments on the post show that the market appreciates a message that reflects the culture in which they live and the diverse people that surround them.
“More than being a buzz-worthy campaign, we hope this launch helps start the conversation on transforming the limited conventions and perceptions on beauty,” concludes Padua.
