Philosophy, Sarah Michelle Gellar come together to demystify retinol use
Philosophy and “Buffy the Vampire Slayer” herself, Sarah Michell Gellar, are coming together for a campaign that challenges the ongoing fears around retinol use.
Inspired by Gellar’s legacy in such horror films as “I Know What You Did Last Summer” and “The Grudge” among others, the initiative’s short film aims to remove the fear around retinol use and empower consumers to embrace their clinical-strength products.
"At philosophy, we design our products to deliver real results, leveraging our decades of research and patented formulas with actives that don't have to hurt to work. This commitment rings true with our new Ultimate Miracle Worker Face & Neck Cream and guided the direction of this campaign that skincare shouldn't be scary—we'll leave that to the movies," said Andrea DiNunzio, general manager of luxury skincare at philosophy. "By partnering with a beloved actress in the scary movie space like Sarah Michelle Gellar, we can effectively convey this messaging in a lighthearted way that appeals to our consumer, and we are excited to see it come to life."
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Directed by Joe Pernice, produced by Rich Salamone, and filmed by renowned horror Director of Photography Jason Krangel, the short film will be shared across the brand and Sarah Michelle Gellar's social media channels, with further amplification by additional content creators who will stitch their own horror renditions to the campaign on social media.
The philosophy Ultimate Miracle Worker Face & Neck Cream is available for $88 at Ulta Beauty.
