Historically, OXY is still strongly associated with acne treatment, and consumers are often not aware of our range of other products that cater to unisex teens with dull and oily skin, as well as blackheads.
Teen-focused skincare brand, OXY just released their #OxyfiedFace campaign on Facebook, in collaboration with new age consulting-meets-agency, Entropia Noir. Available on the social media platform until 14 April 2020, the AR filter educates teenagers on the right skincare regime to address different skin type needs and lets you pop all the pimples and squeeze all the blackheads you want, without actually damaging your skin!
Skin problems among teens can have a negative effect on their self-esteem, body image and attractiveness and more often than not is a cause of embarrassment, especially when posting photos on social media. So, while the movement control order has put restrictions on brick-and-mortar shopping in Malaysia, OXY has created a fun and inspiring way to engage young consumers online, while educating them on the benefits of practicing a good facial care regime.
April Toh, principal at Entropia, commented, “We know the typical digital campaign won’t cut it with this segment, so for our very first collaboration with OXY, we leveraged on our extended reality expertise with skincare education and awareness in a campaign anchored on AR. As all Malaysian teenagers are stuck at home, we got them to learn about following the right skincare regime and having fun popping pimples and blackheads.”
Lim Mei Yuen, General Manager at Rohto-Mentholatum, added, “Historically, OXY is still strongly associated with acne treatment, and consumers are often not aware of our range of other products that cater to unisex teens with dull and oily skin, as well as blackheads. So, to address this challenge, we developed a technology-driven campaign that gave us an opportunity to zoom in on our target audience, offering them a fun, personalised experience of our products, without leaving the comfort of their home.”
Using the technology is simple: Once you’ve launched the #OxyfiedFace filter via OXY’s Facebook page, just select a common skin enemy to defeat: acne, shine, or blackheads – which will appear, along with a timer and simple instructions. You can then tap on the screen to get the problem enemy off your face with OXY’s cleansing products, followed by treatment products, in a second round of tap, tap, tapping away! Once your virtual skin is clear, the game is over, and a frame with the result of your challenge appears. To stand a chance to win a 1-year supply of OXY products, users can take a screenshot and post it in the comments section of the Facebook post. But even if you don’t make the cut, no worries, as you can still click on the link in the post to redeem a free OXY facewash sample!
Try out the filter here: https://www.facebook.com/fbcameraeffects/tryit/230852684621586/