A jellyfish sting serum that is applied by a bubble gun. It is the ridiculous product that has devised the Coats cosmetic brand to raise awareness of users, especially the youngest, about harmful trends in the field of beauty and skin care that flood social networks, as well as obsession with anti -aging treatments.

The supposed product, called “Jellyfish Sting Serum”, is part of a campaign worked with the communication agency M+C Saatchi Talk and that is titled “0% Hype, 100% Effective” (0% Hype, 100% effective). The objective of Coats is to challenge the culture of exaggerated advertising of the cosmetic industry and highlight the value proposition of the brand, which ensures characterize by simple and honest products, approved by dermatologists and clinically proven.

To launch its message, Coats has orchestrated the launch of the product as if it were authentic and has generated expectation in social networks with various pieces.
He has also created a space on his website on which he promoted the product, which supposedly markets at a price of 39.95 euros. It highlights its applicator gun, which provides 8,347 micropicade per second. “We do not promise effective, but who needs it when the emotion is so real? Perfect for those looking for a fun touch in their skin care routine”, Says the web.

Product ideation is an answer to a health problem. And it is that more and more young are experiencing damage to their skin as a result of excessive use of inappropriate assets for their age, such as anti -aging treatments.
It is a current to which more and more brands, such as Dove, are trying to stand up with various communication initiatives.

In this sense, it is a parody of the deliberate exaggerations to which the category often resorts to promote its products, as well as complex application devices and excessively complex care routines. It also denounces the unrealistic standards, the trends that can do more bad than good and the marketing tricks used by many industry agents to publicize products that are not effective, but that viralize on digital platforms.

Coats is moving its message through collaboration with influencers. They have sent them the product and in their videos the creators also play with parody, making their followers believe that they have found a new miraculous product. However, they end up revealing not only the idea of ​​the campaign, but the true products of the brand.

The intention of Coats is to remind young people that teenage skin is not miniature adult skin, but has its own needs, challenges and sensibilities. Do not need dozens of steps or anti -aging ingredients. “Coats is a brand born of simplicity and transparency, and this campaign converts that belief into a declaration of intentions”Said Blandine Langloy, CEO of Waldencast Brands, a group to which the brand belongs, according to Little Black Book. “By creating a completely false product we are putting a mirror before the industry and saying: Enough of exaggerated advertising”