Garnier #ThePaparReady
Client
Service
Industry
Uncovering the unrealized UV impact in people’s daily life using the paparazzi experiment.
Agency
Scope of Work
- Campaign Strategy
- Creative Content Production
Many people “underestimate” the daily impact of UV rays. To address this, we captured their behavior by demonstrating the importance of daily UV protection in an engaging and relatable way.
The misconceptions behaviour lead to inconsistent sunscreen use, even among skincare-conscious individuals.
Here’s why:
- Consumers often believe UV protection is only necessary on sunny days or at the beach.
- Many avoid sunscreen due to concerns about texture, greasiness, or white cast.
- Low perceived urgency leads to low product consideration.
The “PaparReady” Campaign.
We partnered with Garnier to launch an innovative social experiment disguised as a glamorous photoshoot. Participants were greeted by paparazzi-style photographers who secretly used UV cameras to expose their skin's unseen damage. The shocking visual results effectively built awareness about daily sun protection needs.
A Perceptions Changer.
By revealing that UV damage occurs every day even when least expected, we motivated consumers to adopt Garnier’s SPF 50+ Super UV Invisible Serum Sunscreen. in the most comfortable way. The product emerged as the hero solution with its lightweight and invisible finish while reinforcing its critical role in skin health.
Results
Garnier’s ThePaparReady campaign successfully transformed sunscreen from an occasional product to a daily useful product. By combining education, shock value, and product superiority, Garnier not only drove sales but also shifted consumer behavior toward better sun protection habits.