“La Conversación Más Natural”: a Campaign That Transforms the Dialogue on Beauty, Recognized at the AMCO Awards 2025

Breaking taboos and creating spaces for authentic dialogue around beauty was the starting point for “La Conversación Más Natural” (The Most Natural Conversation), the initiative developed with Galderma that has just received the AMCO Award 2025 in the Execution – Digital Media category, granted by the Mexican Association of Communicators.

This award recognizes strategies that best integrate communication with business results, establishing itself as one of the most significant accolades in the industry in Mexico.

The campaign was born with a clear goal: to break the silence that still surrounds aesthetic treatments and encourage a more open, honest, and natural dialogue about self-care. To achieve this, more than 200,000 digital conversations were analyzed using Big Data techniques and natural language processing, identifying the main stigmas and social barriers on the topic.

Based on these insights, LLYC and Galderma designed a strategy that invited people to speak about beauty without judgment, redefining concepts such as authenticity and naturalness in a context where digital conversation evolves daily.

The recognition was received at the gala by Luis Anaya, Healthcare Director at LLYC, alongside representatives from Galderma, marking a new milestone for a project that has also been recognized at the Stevie Awards 2025 and the Premios Portada 2025.

More than just a campaign, “La Conversación Más Natural” (The Most Natural Conversation) reflects a growing trend in brand communication: actively listening to audiences, using data to understand their emotions, and crafting messages that promote authenticity, transparency, and real connection.