Developed by Leo Burnett, the campaign is aimed at smart, information-hungry women who want to prevent further signs of aging. “We want to give women a sense of empowerment over their ageing destinies,” explained Pauline Png, associate marketing director at P&G.
The products include an updated version of the Advanced Signs Treatment - one of the brand’s top five bestsellers - as well as a new product, Signs Eye Cream.
“Part of this campaign is to educate women about the need to take care of the entire eye area, not just the undereye,” said Png.
In the TVC, Lau talks about how her life has changed in the last five years, and will change in the next five — but not her skin. The spot flashes to an old SK-II commercial featuring Lau, where the only perceptible difference is her hairstyle. “Carina has been with the brand for more than 20 years,” said Png. “She’s over 40 now and looks great. She’s perfect proof that you can age gracefully.”
In addition to TV, print and event, Burnett put together an outdoor demonstration at a local department store, Tang’s. Two posters were placed side-by-side, featuring close-ups of eyes. The paper surrounding one eye was deliberately wrinkled, while the other featured a giant container of Signs Eye Cream to ‘flatten’ the paper.