THE LIGHT-SENSITIVE
2023
-
PROBLEM
While awareness of the harmful effects of sunlight on the skin is growing, most people still don’t realize how deeply the sun contributes to skin aging. Sun exposure “works” on photoaging year-round, everywhere — not just in the summer at the beach.
-
SOLUTION
How do you show an effect that isn’t immediately visible? We used the metaphor of photographic film — where light burns an image — and compared it to our skin. “Światłoczułość” (light-sensitivity) took on a whole new meaning, as did the importance of protecting skin from unwelcome “souvenirs.”
IDEA
What does it mean to be “światłoczuły” (light-sensitive)? It means that, like photographic film exposed to sunlight, our skin develops memories we may not always want to keep. This approach helped us educate young women about sun safety and preventing photoaging.
INFLUENCER ACTIVATION
The social media campaign was accompanied by an influencer activation where we provided our products for testing and shared knowledge on how to guard against photoaging. We also organized an event where guests could discover Cera+ products and consult with a cosmetologist on the best methods to protect their skin from the sun.
