Clear Skin Does Not Define "GOOD SKIN," According to This Beauty Campaign
Conceptualized by skincare brand Topicals.
Topicals has launched a new campaign dubbed “GOOD SKIN.” With the aim to dismantle the notion that clear skin is good skin, the skincare brand has tapped models with visible conditions to star in its latest project.
“We created the ‘GOOD SKIN’ campaign because society had done away with the saying ‘good hair,’ so we knew it was time to retire ‘good skin’ too,” says Topicals CEO and co-founder Olamide Olowe in a press release. “Topicals is a new generation of [a] brand with a compelling social mission to change the conversation from negative and shameful, to one that is positive, inclusive and, most of all, fun!”
Olowe adds: “Instead of leaning into the notion of clear skin, we at Topicals are championing the idea of less painful, less frequent breakouts or ‘funner flare-ups’ since chronic skin conditions aren’t curable. This is ‘GOOD SKIN.’”
What defines “good skin” has been an ongoing conversation within the industry for the longest time. Skin conditions like flare-ups, acne, dryness, oiliness, hyperpigmentation and more have been labeled as undesirable. “As it is dermatologically impossible, the concept of ‘good’ skin has no basis in scientific fact,” the brand states. Through its campaign, Topicals hopes to change the public’s perception and remind consumers that they “make skin look good – not the other way around.”
The digital content series has already rolled out across Topicals’ social channels, including Instagram, Twitter and YouTube.
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