Each year, more than 8 million tonnes of plastic waste are discharged into the ocean and pollute both its surface and the seabed. This pollution is caused in part by the microplastics contained in cosmetic products and which do not decompose over time. By damaging marine flora and fauna, their environmental impact can be catastrophic for the entire marine ecosystem.
"Bad Cosmetics ", the new campaign created by the agency ici Barbès, is being launched on February 14th, Valentine's Day, a date that unsurprisingly coincides with a peak in consumer spending on cosmetics. What is its goal ? To highlight the continued use of microplastics by manufacturers in their products.
The campaign aims to copy the codes of cosmetic advertising campaigns. Shots are taken in the studio by a photographer who usually undertakes photoshoots for big luxury brands. At first glance, we are faced with yet another campaign for a beauty cream, but soon the less desirable side-effect of the product is revealed: the destruction of the marine environment. The “Bad Cosmetics" campaign will be deployed across social media and in the press, and in European surf magazines in particular.
Print advertisement created by ici Barbès, France for Surfrider Foundation, within the category: Public Interest, NGO.
Creative Director: Alexandre Drouillard
Creative Director: Pascal Duval
Artistic directors: Hugo Gallois, Timothée Bouquet, Loris Utard
Designers: Julia Rabar, Célia Legendre
Advertiser manager: Rémi Sico, Lucille Arbeille
Agency consultant: Louisa Mangione