Philips Lumea
#Freeinmyskin
A social campaign created by women for women. The Philips Lumea campaign highlighted real women and real stories using female illustrators to showcase the Lumea product as a tool to reclaim the female body, hair and the female gaze.
Year
2022
Client
Philips
We embraced a digital-first, format-playful approach. Our main product film was headed by a female director. It was centred around the empowering message: “Your hair, your choice” and with this we shattered norms by showcasing body hair in various places—something never before seen in a Philips ad.
And it wasn’t limited to women alone. Lumea can empower anyone who chooses to remove body hair, so we intentionally included men as well, breaking gender stereotypes when it comes to hair removal.
With a staggering 180+ assets, our campaign effortlessly adapted to each market’s specific needs and local cultural nuances, delivering the most relevant messages to the right audience at the perfect moment. This allowed us to showcase the product’s unique qualities free from the unrealistic portrayal of female body hair.
We reclaimed the gaze, for women, by women.
Awards
〰️ Silver:
Best Social Media Campaign
〰️ Bronze:
Branded Content Diversity Equality & Inclusion
〰️ Gold:
Storytelling
〰️ Gold:
Essence of Message
〰️ Silver: Best Social Media Campaign 〰️ Bronze: Branded Content Diversity Equality & Inclusion 〰️ Gold: Storytelling 〰️ Gold: Essence of Message
“Philips wants to reframe the conversation around body hair.”
“It rips the metaphorical band-aid off the hair removal process”
“The choice to remove body hair is fro the women themselves”