German personal care brand Sebamed has launched a new evidence-based brand campaign. Titled ‘Filmstars kee nahi, science kee suno’, it aims to demonstrate the superior benefit of Sebamed’s cleansing bar over market leaders in the soap category. The campaign urges consumers to make an informed choice and to always choose science over celebrity endorsers.
The Womb has conceptualised the campaign.
Shashi Ranjan, India head, Sebamed, said, “At Sebamed we stand for truth and transparency. During these unprecedented times, our wide portfolio of skin and hair care products with unique pH 5.5 benefit offer the new gold standard to consumers. We remain strategically committed to investing in attracting the best talent, creating engaging brand stories and driving rapid distribution expansion across channels.”
Konark Gaur, India head of marketing, Sebamed, added, “Consumers today are re-evaluating their brand choices and are looking for brands that deliver on their promise. Sebamed, a brand that stands for honesty and authenticity wants to empower consumers with the right information so that they can choose the best. We believe that product is always the hero and days of gimmicky advertising are counted.”
A spokesperson from The Womb said, “The personal care industry has always been conditioned to follow standard beauty practices in order to make it appealing to consumers. However, when we came across Sebamed and what the brand wanted to convey to its consumers, we decided to communicate the product truth through our campaign, without any silver coating. Striking the right balance between the bandwagon fallacy and authenticity, the brand is building a connection with its consumers through demonstration-based advertising with an honest approach.”
Dove's response
HUL responded with print ads on 10 January (two days after Sebamed's campaign released) which stated:
Dermatologists have put something unusually strong in the Dove bar - their trust.
Dove beauty bar is the number one brand recommended by dermatologists. Dove is significantly milder and suitable for even the most sensitive skin. With 1/4 moisturising cream, Dove gives you softer, smoother and glowing skin.
CREDITS
Creative agency: The Womb
Partners: Kawal Shoor, Navin Talreja
Production house: Good Morning Films
Producer: Afshan Shaikh
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=268&w=401&q=100&v=20170226&c=1)
