New Swisspers Campaign Urges Women To 'Sleep Naked'

Not removing makeup to sleep is a top beauty no-no, despite the fact that one in four women report wearing makeup to bed. Now, U.S. Cotton, manufacturer of the Swisspers line of cotton-based products designed for skin cleansing and makeup application and removal, is launching the "It's Fake" campaign to demonstrate the long-term results of night-time makeup removal.

Developed by ad agency Marcus Thomas, Cleveland, a 48-second video stars YouTube's fashion and beauty personality Nikki Phillippi aging over 50 years. She starts off very old, worn and wrinkled. Then she silently wipes her face (there is no sound until the last seven seconds), from forehead to cheek to eyes, right side, then left, the years come off.

Finally, on-screen copy in gigantic pink type announces, “OK, this is fake,” then, “Here’s what’s real: Take your makeup off every night with Swisspers Rounds. And keep your face looking like your face.” At the video’s end, looking about 50 years younger, the endorser states—and it is the spot’s only sound—“I’m Nikki Phillippi, and I sleep naked.” The spot can be seen here.

The video targets women 18 to 24 and was originally launched online in July without paid promotion. It was so well-received that company executives are now relaunching the video with sponsored video placements on about 100 health/beauty/fashion sites, including MarieClaire, Elle, Cosmopolitan, Curbly and InStyle

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There is also an 11-minute “behind-the-scenes”video on Phillippi’s channel and cross-promotion with other beauty bloggers including, JsEverydayFashion.com FashBoulevard.com and MaNouvelleMode.com. 

Effective transformation was a key challenge. Smoothly wiping away 50 years’ worth of wrinkles isn’t even easy to fake. The entire shoot took nine hours, with post production mapping taking another eight weeks. 

Marcus Thomas was named Swisspers’ marketing communications agency of record in January 2012. The full-service integrated marketing communications agency employs 170 with offices in Cleveland and Youngstown, Ohio and Buenos Aires, Argentina. The agency generates $130 million in billings with clients including Akron Children’s Hospital, MTD Products (Troy-Bilt, Yard-Man, Yard Machines, Remington and MTD brands), Nestlé, the Ohio Lottery, Quanex, Sherwin-Williams Paint and Sundries Brands.

 

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