La Roche-Posay Anthelios: Giving Sunscreen Main Character Energy

Agency

SOIMJENN SDN BHD

Client

L'Oréal Malaysia Sdn. Bhd.

Product/Service

La Roche Posay Anthelios Sunscreen

Brief

Everyone knows sunscreen is important. But not everyone knows which sun protection to choose.

The Malaysian and Singaporean suncare scene is packed. UV this, PA that, 30, 40, 50 everywhere. In the battlefield of acronyms and numbers, La Roche Posay’s new Anthelios Anti-Dark Spots Fluid offered something different.

A protection that also corrected dark spots.

The problem was, when we say “melatonin inhibition” to someone scrolling TikTok, they’d be gone before we reach “broad spectrum”.

The challenge was to make science simple and watchable.

Solution

We gave science a face. Actually, a few faces that belonged to SOIMJENN, Malaysia’s queen of playing everyone in the room. Instead of talking about skin science, we gave character arcs for each ingredient and how they block UV, fade dark spots, and calm inflammation.

So easy to understand, you’d mistake it for a Teletubbies episode.