A small makeup palette converted into a seasoning meter is the idea with which the Thai Health Promotion Foundation is warning the population of the health dangers of over-seasoning food. With the help of the agency Dentsu One Bangkok, it has transformed a viral beauty trend into an awareness initiative.
The action seeks to help consumers reduce the amount of seasonings they add to meals
To do this, it has taken as a reference the “Prung Jued” phenomenon, which consists of softening or attenuating the intensity of colors in makeup so that it appears more natural and minimalist. and has reinvented it to help consumers reduce the amount of spices and seasonings they add to meals. And in Thailand it is usually common to add flavors to dishes, even before trying them.
The objective is to promote moderation in the face of excessive consumption of condiments, which, among other things, can cause increases in blood pressure, inflammation of the esophagus or stomach, irritation of the intestine or respiratory and heart failure. In this sense, “The Less Seasoned Palette” allows you to visualize and understand in a practical way what the appropriate amount of seasoning would be.
The palette created has the appearance of the usual makeup ones, and has four compartments with a maximum capacity of a quarter of a spoon to house the condiments that Thais usually add to their meals, such as sugar, chili, salt, oils or sauces. As the agency has explained through social networks, the key to the instrument is to provide a physical reference on how much seasoning to add.
The foundation has collaborated with influencers and content creators, especially in the beauty category, to send them the palette and impact their respective communities with its awareness message. They have explained the intention of the initiative and how to use the tool, which includes brief instructions on the back indicating that each compartment should be used as a meter for the amount of dressing to add. It would be designed for users to take with them when they go out to eat.
“We have been working for many years to encourage people to reduce their use of condiments. But what set this initiative apart was the way it connected health promotion with something people were already interested in.“; commented Supatnuj Sorndamrih, Senior Director of Social Marketing at ThaiHealth. “By turning a cultural trend into a practical tool for everyday life, we made healthier options more relevant and easier to adopt”.
“The Less Seasoned Palette” expands the message launched in 2024 with “The Seasoning of Change”, also worked with Dentsu One Bangkok. On that occasion, he created a miniature version of the traditional condiment organizer in Thai restaurants to encourage people to reduce the amount they add to each meal.
“Health is a serious topic, but the ideas we use to change it don’t always have to be. That’s what we love about “The Less Seasoned Palette.” Takes a topic that people have heard about many times and gives them a completely unexpected reason to look at it again“said Subun Khow, Creative Director of Dentsu Creative Thailand.
