Historically, Australian women have been obsessed with tanned skin. Although thankfully this unhealthy and sometimes deadly trend is on the cusp of changing. For the launch of the Luminous White skin system, we needed a campaign that rode on the wave of a beauty revolution.
Luminous White from Hivita is the first skin range in Australia that embraces healthy lighter skin. The proven skin revitalizing system enhances lighter skin tones and reduces wrinkles. Choosing lighter skin is not only empowering for Australian women, it’s also a healthier lifestyle choice.
The Luminous White campaign is in its infancy. Although initial consumer testing and industry feedback has been extremely positive. Over the coming months we’re looking forward to changing the perception of tanned skin.