An image from Tula’s #EmbraceYourSkin campaign
Courtesy of Tula
“You look disgusting.” “When did you get so old?” “You need to put a filter on this.” You would never say those words to a friend or family member—but people say them to themselves all the time. Specifically, an average of 19 times a day, which is more than once every hour that you’re awake. When skincare brand Tula learned that haunting statistic, they knew they had to do something to change the way we speak to ourselves, so their campaign to inspire confidence was born. Those phrases are featured in their very first TV commercial.
“We heard that 95% of our community believe that they are their own harshest critic and 89% say their confidence is weakened by their own negative self-talk and thoughts,” says Tula CEO Savannah Sachs. “This is so salient, especially given that the national dialogue today relates back to social media and how brands are advertising specifically in the beauty space. Out of our community, less than one percent said that social media makes them feel more confident. Clearly, there is a problem in the industry and we want to be a positive force for change and to really shine a spotlight on this.”
The 360-degree brand campaign spans print, digital, social media and TV, including a full-page ad in this past Sunday’s The New York Times Styles section that featured negative self-talk that members of the TULA community have regularly told themselves. “At the end of the day, it’s about unpacking and shining a spotlight on this idea of negative self-talk and letting our community know that what we tell ourselves matters and that you are enough,” Sachs says. “The TV commercial is meant to be emotionally jarring and really forces self-reflection and a deeper, more open, honest conversation with ourselves and with those around us about the impact of negative self-talk. It is very different than anything we’ve done before and that is by design. This is about our bigger purpose and how we want to spark change in the beauty industry and within ourselves. We took some risks from a creative standpoint because we believe that this message is so important that it really necessitates and requires that type of emotionally charged experience for our community and for …….