Propaganda creates Absolute Collagen skincare campaign starring Emma Willis

Propaganda has created a campaign around the recent launch of Absolute Collagen’s Deep Lift skincare range. Starring TV presenter Emma Willis, the campaign marks the first celebrity-fronted product launch for the brand.

Propaganda worked closely with the in-house creative team at Absolute Collagen to create the through-the-line campaign. Deliverables included TV advertising across Youtube with an ad starring Emma, as well as an extensive digital campaign.

Having worked with Propaganda in the past, Absolute Collagen approached the consultancy to deliver this campaign because of their experience delivering game-changing results for brands in the competitive beauty industry. The launch represents the first skincare range from Absolute Collagen who is best known for their collagen supplements.

Emphasising Absolute Collagen’s scientific credentials and leveraging the endorsement of Emma Willis, the creative displays the efficacy of skincare products that go beyond the surface. With the tagline “more than skin deep”, the assets promote the uniqueness of the collagen-based range that works from the inside out, rather than just sitting on top of the skin. 

Lee Bennett, Propaganda’s Head of Creative said, “Skincare is a very saturated market so we knew we had to create a campaign that would cut through the noise. At Propaganda, we have a history of building iconic beauty brands from the ground up. From Illamasqua to ghd to Cloud Nine, we are experts at breaking into markets and making a splash.”