Fairy ProDerma
Launch campaign (not aired)
Challenge women's preconception about the category - grease cutting is not the enemy of hands and Fairy can be part of the beauty routine.
Dishwashing affects women's comfortable feel by making the skin feel dry. It makes them use hand creams to save the skin from premature aging.
We invited a few beauty experts to advocate Fairy ProDerma's skin care ability. Not bunch of pretenders in white coats with prepared text - the real experts, with the real reactions to the product.
We conducted a blind test, making them trying Fairy ProDerma in a no-name glass vessel and asked them to share their feelings and guess what it was. After we "challenged their proficiency", we showed them Fairy. Watch the videos to see the reactions.