Sarah Michelle Gellar has teamed up with philosophy to demystify some of the “R-rated,” scarier aspects of skincare.
Inspired by Gellar’s legacy in horror films like “I Know What You Did Last Summer” and “The Grudge,” the new campaign aims to make retinol — a potent ingredient found in anti-aging and wrinkle prevention products — less intimidating to consumers.
Andrea DiNunziov, general manager of luxury skincare for Coty USA, emphasized Gellar’s impact, stating, “Sarah Michelle Gellar is a terrific ambassador for us because she’s influential, authentic and relatable. She helps dispel the misconceptions around retinol use and connects with a wider audience who may see it as ‘Rated-R’ in their skincare routine.”
Courtesy of Philosophy
The campaign, which supports Philosophy’s new Ultimate Miracle Worker Face & Neck Cream, harnesses horror themes, aiming to alleviate the apprehensions consumers often have about retinol side effects, like flakiness and irritation. DiNunziov notes, “Consumers are loving the luxurious texture and the noticeable improvements to their lines, wrinkles, and skin firmness. Many appreciate that it delivers clinical-strength retinol without irritation.”
Directed by Joe Pernice, known for his work on “Haven” and “Rescue Me,” and filmed by Jason Krangel, known for his work on horror hits like “Sinister” and “Insidious,” the campaign’s short film, which made its debut on Philosophy’s and Gellar’s social media platforms, captures the feel of a horror movie. It brings to life the slow walk down a dark hallway and the frightening surprise of something lurking behind a glowing door, as Gellar nervously makes her way down the corridor, only to find something much less scary: Philsophy’s new neck cream sitting on her bathroom counter.
Courtesy of Philosophy
To further amplify the campaign’s reach, Philosophy has partnered with Fandango to distribute 1,000 free Rated R movie tickets, up to $17 in value, throughout October. Consumers can register on the to secure their movie ticket and receive a sample of the new cream on the brand’s microsite at airbaton.net/philosophy. Additional content creators are set to expand the campaign’s narrative by contributing their own horror-themed pieces on social media.
“Philosophy has always been a brand that goes beyond skin to connect the mind, body and soul —supporting women’s mental well-being through community-based initiatives like hope and grace. Sarah Michelle Gellar shares this vision with her openness about her own experiences with mental health issues,” DiNunziov said. “Her advocacy makes her a natural fit for Philosophy. Together, we’re empowering people to look, live and feel their best.”
