Brand Tracker

Welcome to the automated Brand Tracker diaries.

Japan

Just One Letter Off: Why Muji’s ‘Wearable Skin Care’ Was Stopped from Sales?

Brand: Muji

Campaign: Wearable Skin Care

Source: https://www.advertimes.com/20260820/article554359/

Goal: Address product safety and compliance issues

Claim: Moisturizing while wearing

Summary: Muji announced on August 19 the temporary halt of sales for its 'Wearable Skin Care' line due to a labeling error on the ingredient 'aspartic acid', which was incorrectly written as 'asparagine acid'. Despite the issue, the products are safe for use. The campaign highlights the unique positioning of these items as both clothing and cosmetics, with plans for corrections and a resumption of sales in October.

Portugal

L’Oréal Raises Awareness of Aesthetic Pressure on Youth and Risks of ‘Prejuvenation’

Brand: L’Oréal

Campaign: Prevention of Aesthetic Pressure

Source: https://www.imagensdemarca.pt/artigo/loreal-alerta-para-a-pressao-estetica-sobre-os-jovens-e-os-riscos-do-prejuvenation/

Goal: To raise awareness about aesthetic pressure and the risks of early cosmetic procedures among youth.

Claim: Smart Skincare for Youth

Summary: L’Oréal Dermatological Beauty (LDB) utilized International Youth Day to highlight the increasing aesthetic pressure on young people and the risks associated with the trend of 'prejuvenation', which encourages the use of anti-aging cosmetics at younger ages. The brand emphasizes the importance of dermatological prevention as a public health issue and promotes a consistent skincare routine over early intensive treatments.

dermatological health prejuvenation skincare youth awareness

Norway

Hollywood Star Extends Partnership with Orkla Company

Brand: Oslo Skin Lab

Campaign: New International Campaign with Kate Winslet

Source: https://www.kampanje.com/reklame/hollywood-stjerne-forlenger-med-orkla-selskap/1016937

Goal: To promote The Solution product by reinforcing self-acceptance and holistic care

Claim: Beauty truly starts from within.

Media: International advertisement

Summary: Oscar-winning actress Kate Winslet has renewed her advertising partnership with the Norwegian skincare brand Oslo Skin Lab, continuing as the face of their signature product, The Solution. In her statements, Winslet emphasizes the importance of self-acceptance and holistic well-being. A new international campaign has been filmed in England featuring Winslet, produced by Alexi Lubomirski. Oslo Skin Lab, established in Norway in 2017, aims for a revenue of over 59 million euros by 2026.

advertising campaign Kate Winslet skincare

Malaysia

Content Champions: Safi Malaysia

Brand: Safi

Campaign: From skincare to self-belief: SAFI’s scholarship sparked a Raya revolution

Source: https://www.marketing-interactive.com/content-champions-safi-malaysia-scholarship

Goal: Reconnect with Gen Z and support young women in their ambitions

Claim: Safe and pure

Summary: Safi Malaysia, a halal skincare brand, launched the 'Biasiswa Siswi SAFI', a RM1 million scholarship program aimed at empowering young Malay women during the Raya season. This initiative seeks to bridge the gap between the brand and Gen Z by addressing societal pressures and promoting women's ambitions, thus reclaiming the brand's relevance among younger consumers.

Cultural relevance Gen Z scholarship skincare

Australia

Dermal Therapy ramps up marketing after $150m acquisition with biggest campaign yet

Brand: Dermal Therapy

Campaign: It Works

Source: https://www.marketing-interactive.com/dermal-therapy-150m-acquisition-biggest-marketing-campaign

Goal: Build awareness across Australia and New Zealand

Claim: It Works

Media: out-of-home, retail, social media, influencer advocacy

Summary: Dermal Therapy has launched its largest marketing campaign to date, named 'It Works', following a $150 million acquisition by Prestige Consumer Healthcare. The campaign will roll out across over 1,000 out-of-home sites in Australia and New Zealand, featuring various media channels including billboards and social media, and is marked by a significant investment reflecting the brand's growth.

influencer advocacy Marketing Campaign skincare

Taiwan

Breaking the Blind Spots of Humid Climate Skincare! KISSME’s General Manager Lillian Lee Proposes ‘T-Dimensional Beauty’

Brand: KISSME

Campaign: T-Dimensional Beauty (T-Beauty)

Source: https://www.brain.com.tw/news/articlecontent?ID=53149&sort=

Goal: Promote skincare suitable for humid and hot climates

Claim: Beauty is not perfection, but purity and clarity despite imperfections.

Summary: Lillian Lee, the general manager of KISSME, introduces a new skincare concept called 'T-Dimensional Beauty' designed specifically for humid and hot climates. She highlights a significant consumer behavior blind spot where many travelers fail to adapt their skincare products to local climates, leading to unsuitable skincare choices. The brand PuraVida, under KISSME, targets these humid conditions with scientific advancements for better skin health, aiming to establish Taiwan's influence in the global beauty market.

climate-specific products skincare T-Beauty Taiwan beauty industry

Global

Why Neutrogena is betting on science over skincare hype

Brand: Neutrogena

Campaign: Break the Rules

Source: https://www.marketing-interactive.com/why-neutrogena-is-betting-on-science-over-skincare-hype

Goal: Encourage consumers to focus on dermatologist-backed skincare instead of social media trends.

Media: television, digital platforms, Instagram, TikTok, YouTube

Summary: Neutrogena launched a new global brand platform called 'Break the rules', focusing on science-backed skincare to counter social media beauty advice. The campaign highlights the importance of dermatologist-backed formulations, starting with their rapid wrinkle repair retinol regenerating cream. The campaign will run across various media channels and include experiential marketing at events like Lollapalooza.

anti-aging retinol science skincare

Japan

FANCL’s ‘#SummerMrs’ Campaign: Reactions to JAM’S, OOH Letter Images Released

Brand: FANCL

Campaign: #SummerMrs

Source: https://www.advertimes.com/20260717/article551013/

Goal: Increase awareness of skin care services during summer

Claim: Know your skin, understand necessary care

Media: OOH advertising, digital signage

Summary: FANCL launched a promotional campaign for its skincare consulting service 'FANCL SKIN PATCH' from July 13 in Shibuya, Tokyo, featuring a campaign titled '#SummerMrs'. The initiative aimed to raise awareness about summer skin care through messages in letters to the members of the band Mrs. GREEN APPLE, highlighting the importance of knowing one's skin condition during the summer season.

advertising OOH skincare summer campaign

Czech Republic

Striped and Geislerová. L’Oréal Paris bets on local faces and stories

Brand: L’Oréal Paris

Campaign: Revitalift Laser and Men Expert

Source: https://www.mam.cz/novinky/kreativita-a-kampane/2026-07/strakaty-a-geislerova-loreal-paris-sazi-na-lokalni-tvare-a-pribehy/

Goal: To connect the brand more closely with local consumers using local ambassadors

Claim: Aging can be done with elegance and confidence

Media: Television, digital platforms, print, public space

Summary: L’Oréal Paris has launched two new campaigns in the Czech Republic, Slovakia, and Hungary, created specifically for these markets using local ambassadors. The Revitalift Laser campaign aims to promote skincare for women over 40, emphasizing elegance in aging, represented by actresses Anna Geislerová and Ramóna Lékai-Kiss. The Men Expert campaign targets active men looking for quick and effective solutions for fatigue, featuring personalities like podcaster Čestmír Strakatý and Olympic champion Gergely Siklósi.

beauty local ambassadors male grooming skincare

From 17,000 Retinol Posts to a New Neutrogena Platform

Brand: Neutrogena

Campaign: Break the Rules

Source: https://www.media-marketing.com/vijesti/od-17-000-objava-o-retinolu-do-nove-neutrogenine-platforme/

Goal: To challenge skincare myths and provide effective retinol solutions without irritation.

Claim: Visible results do not have to mean uncomfortable experiences.

Media: Social media, influencer collaborations, and live events.

Summary: Neutrogena's new campaign, 'Break the Rules', addresses common skincare myths surrounding retinol use, emphasizing that visible results can be achieved without discomfort. The campaign leverages social media discussions and aims to reposition dermatological advice into accessible, science-based solutions with the introduction of their Rapid Wrinkle Repair Retinol Regenerating Cream. It also includes partnerships with content creators and will extend to festival sponsorships.

beauty trends retinol skincare social media