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Sebamed, the German skincare brand marketed by USV Pvt. Ltd. in India, has launched a groundbreaking new campaign, 'Project Skin Deep,' that takes skincare advertising to a whole new level. In collaboration with Leo Burnett, the campaign pushes the boundaries of conventional beauty, venturing beneath the surface to reveal what healthy skin truly looks like under the microscope.
'Project Skin Deep' is a bold step away from the usual beauty campaign tropes that focus on glamour and superficial aesthetics. The campaign delves 3mm beneath the surface to explore the true essence of skin health. By using powerful, never-before-seen microscopic imagery, Sebamed showcases the transformation of skin before and after using its products. These captivating images, presented in vibrant, almost otherworldly hues, reveal the science behind skin care and the real impact of Sebamed’s pH-balanced formulations.
Where most beauty campaigns stop at surface-level beauty, Sebamed’s campaign goes deeper – literally and metaphorically. Through its scientifically backed products, Sebamed aims to empower consumers by showing them that long-term skin health is the true foundation of beauty, rather than the temporary effects seen in many traditional ads.
Karan Goel, Marketing Head at Sebamed India, said, "We believe true beauty comes from healthy skin, inside and out. ‘Project Skin Deep’ highlights our commitment to science-backed skincare that fosters lasting beauty through informed, long-term choices."
Sachin Kamble, Co. Chief Creative Officer at Leo Burnett - South Asia, added, "In this campaign, we performed actual skin biopsies to capture the real, profound changes in skin cells before and after using Sebamed products. The campaign integrates science, art, and creativity, offering a genuine, unfiltered look at skincare."
Produced by Leo Burnett and directed by John Fedrick of Prodigious, the 'Project Skin Deep' campaign is running across various platforms, including digital and outdoor billboards.
