New York – The skincare brand has released an ad that parodies the internet’s obsession with beauty regimes.
The brand hired production studio Aggressive to create a video campaign for its Youth Dose Eye Treatment. The spot borrows visual cues from the internet, referencing both modern formats – such as iPhone messages and Snapchat Stories – and Netstalgic web design – such as the PC windows and emails of the 1990s.
The narrative of the campaign plays on the humour of viral internet beauty crazes, such as jade rollers, milk and honey masks and tea bags, which all make claims to keeping skin looking youthful. At the end of the video, Kiehl’s positions its eye treatment as a more simple alternative to these beauty fads.
For more, read our macrotrend Algorithmic Beauty in which we explore how viral crazes created on social media have affected our beauty regimes.
