Evolution: Gravity retreats

Background:
SPA & Wellness consumers travel frequently for business and leisure. In Kazakhstan — thousands of flights operate every hour. However, G-force and dry cabin air affect skin appearance.

Problem:
Based on Lacote laboratory aging research — gravity affects shapes and forms of skin from age of 30+. Earth's gravity slowly stretches the skin, causing sagging (ptosis). This happens because natural aging decreases skin elasticity. Unfortunately, frequent stress from flying worsens the elasticity of facial skin caused by gravity.

Idea:
The idea was to raise awareness of the face-lifting product by addressing the visible effects of gravity and travel fatigue on the skin. Inspired by the product’s strong lifting effect, Evolution Anti-Wrinkle Face Cream helps the skin remain firm, smooth, and defined regardless of external conditions affecting the face.

Execution:
We placed our campaign using aviation-inspired visuals and bold messaging that turned moments of extreme G-force affection into solution by using our product.