Garnier Thailand Launches ‘Remove your Make Up, Never your Pride’ Campaign

Garnier skincare brand is showing its support for gender equality at the Bangkok Pride Festival 2024 by launching a campaign under the tagline “Remove your make up, never your pride” to encourage people to have the courage to challenge societal norms and standards that discriminate against diversity.

According to the campaign, to provide an opportunity for everyone with diverse gender identities to express their individuality, and shine beautifully and confidently with unique pride, Garnier partnered with media agency Wavemaker Thailand, and UK-based technology partner Aircards, to leverage Generative AI technology in combination with live interactive DOOH to create a personalized interactive digital canvas that allowed consumers to showcase their true selves on the Bangkok Landmark DOOH which was set as a backdrop where the Pride event took place.

Highlighting on the campaign message “Remove your make up, never your pride”, Garnier initiated user mobile interface that was empowered by Generative AI technology to allow each individual to use Garnier Micellar to remove the negative words against gender diversity and replaced with positive words that represented their unique personalities and character to generate a personalized image that reflected who they are and can showcase their unique image in real-time on live DOOH at the Bangkok Pride event on June 1  or share across social media.


 

After the Pride event, consumer across the nation can still participate with the campaign in creating their unique image and share via social media throughout Pride month until 30 June by logging in to garnier-micellar-pride.com  or scan the QR code that is integrated across Garnier Micellar social media.

Garnier’s General Manager, Sumitra Akararojkit said: “At Garnier, we see our brand as beauty democratizer delivering beauty for all regardless of age, skin tone and genders. We are proud to build inclusiveness in Thailand together with our partners, Wavemaker and Aircards through our recent Micellar Pride campaign with very engaging and interactive experience. Everyone can take part in our campaign to drive the encouragement of positive perception of themselves like never before.”

“L’Oréal Group has been a great partner in breaking boundaries of beauty with AI. We are so proud to be working with L’Oréal Group to enhance our engagement with consumers and at the same time build personalized experiences in beauty through technology,” Wavemaker Thailand Managing Director, Christopher Orcutt.


 

Aircards Chief Commercial Officer, Lewis Collins added “Although we’ve had plenty of experience in creating custom pipelines that help clients take advantage of AI in a dynamic yet compliant manner, this project posed several challenges.

The AI pipeline was configured to produce pride-inspired artwork, aligned with specific prompts shared by each user, alongside mobile integration and a cloud rendering system, all delivering rapid artwork creation times for mobile users. But the end result is a joyful representation of uniqueness that’s a perfect fit for everything Pride stands for.”

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