Thousands of women consider changing their appearance as a result of other people’s opinions and the comments they receive on social networks. But what would happen if they really paid attention to all those evaluations? That is what RoC Skincare Spain has analyzed through an experiment with artificial intelligence as part of its new advertising campaign.
With the help of the SAMY agency, the cosmetic brand has developed “Based on real comments”, an action with which it has invited users to see with their own eyes the effect that all these judgments can have both on the appearance and on the way in which women perceive themselves. To do this, it has created a tool assisted by artificial intelligence that allowed you to leave comments, just like people do on the Internet, and observe in real time how a woman’s image was altered.
The protagonist was the actress and comedian Patricia Conde, the brand’s new ambassador, and instead of limiting itself to the online environment, the action took place in the center of Madrid. Conde’s image was installed on one of the digital screens of Callao City Lights, in the Plaza de Callao, along with a QR code that, when scanned, offered passers-by the possibility of leaving their comment. Each one of them became a prompt for the AI that, consequently, remodeled the actress’s appearance.
David Fernandez-Gomez, General Director Spain and Portugal RoC Skincare Iberia, explains that the initiative seeks to make visible what happens when you try to please everyone. “And yes, we are a dermocosmetics brand talking about this. That is precisely why we have a responsibility. Because we sell skin care products and we know that our words also influence how a woman looks.”; he has exposed through social networks. “Wanting to change something about your appearance is your decision. Having to change it so that others will leave you alone is another thing. You can take care of yourself. You can change. You can say ‘I like it like that’. Stay strong, continue being yourself“.
The action has been developed, precisely, under the claim “Stay firm”, a play on words between the call to women not to give in to social pressure, and the firmness promised by the formulation of their products. And in addition to putting the purpose of RoC on the table, the campaign has also promoted the new Derm Correxion Firming Serum Stick, a facial firming stick.
In addition to the experiment, the campaign has included another series of content intended for social networks, such as conversations on the street with users, organic content with information and details of the new product.
The collaboration of Patricia Conde herself has also been a key piece in the strategy proposed by SAMY. On her Instagram profile, the actress has assured that the RoC product is part of her skincare routine; and has also starred in an interview in the magazine Telva in which she has shared her vision of beauty and the importance of being yourself.
Original post by Patricia Conde on Instagram
The campaign also reflects how RoC Skincare joins a segment of the cosmetic sector in the fight for more conscious and responsible communication and advertising, championed by brands such as Dove or The Ordinary. “Every criticism, a visible change. After just a few comments, the woman on screen was no longer Patricia. Pleasing everyone meant looking less and less like herself“, the brand explained through social networks. “Anti-aging is one of the most crowded categories in beauty, and most are still talking about the correction. We believe that the brands that will matter in the future will not promise to change women. They will help them stay as themselves”.
