Let’s talk about beauty without filters

Mexico is the third country in the world where the most cosmetic procedures are performed, but talking about them is still taboo. Only 2% of the conversation about beauty openly addresses these treatments, while 50% of people prefer to hide them.

With this in mind, Galderma decided to change the narrative and launch ‘A Truly Natural Conversation’, a campaign that invited people to talk about their aesthetic procedures without fear. By analysing more than 200,000 mentions using Big Data and natural language processing, we discovered that 40% of the conversation revolves around secrecy, but that transparency is key for 42% of those surveyed.

The impact was undeniable: 1 million views, more than 4.5 million impressions and 100 media hits. The campaign transformed a taboo subject into an open and honest conversation about beauty today.

Find out how we did it:

This content is translated with AI. Read article in its original language.