#paintpositivity
Proactiv Works to Change the Conversation about Acne with New Initiatives
The situation:
Proactiv had a new MD system with healthier, gentler ingredients. Despite incredibly high awareness, the brand had lost relevancy in recent years, especially with the Gen-Z audience. We were also tasked with maximizing the impact of their new celebrity ambassador, Kendall Jenner. Unfortunately, when the new partnership was announced it had been met with skepticism from consumers. Therefore, we decided to turn that negativity into positivity which became the movement called #skinpositivity.
The idea:
Tapping into the skin positivity movement, we set out to stand up to online bullying around skin and turn all negative sentiments into positive ones. We began by scraping all of the negative comments that social media users have made about Jenner’s skin. Then, we mapped a large paint-by-numbers mural on the side of a building in Brooklyn, complete with some of the most negative comments people have made. Working together with Jenner and Brooklyn artists Alice Mizrachi, we invited consumers to come and help us paint over the negativity, turning the nastiness into a beautiful portrait of positivity. Once the portrait was complete, we partnered with Teen Vogue to host a panel discussion with our Proactiv client about the importance of positivity and how Proactiv helps people be their most confident selves.
The result:
The mural was highly photographed, and in total, the campaign drove 2.2M engagements.
