Do you think what the modern skincare problem is? Not sun pollution or age, but skincare itself.

With this insight from Thai consumers overuse of skincare and increasing rate in skin problems,

INGU decided to launch its brand with a bold move: provoking people to use skincare less. According to a research by Mona Gohara, an assistant clinical professor at Yale School of Medicine, the best skincare routine involves three key products: cleanser, moisturizer, and sunscreen. With this fact, INGU crafted a film provoking people to "Stop Skincare Overdose" and get back to basics. Not only does it promotes moderate use of skincare, it also disrupts the skincare industry by challenging norms upheld by big brands, which often refrain from sharing facts that can genuinely improve skin health. By addressing the root cause of modern skin problems, INGU's mission to educate and empower consumers becomes all the more vital.

In the film, "Best," the protagonist, a timid and overly optimistic individual raised by seven mothers, extols the benefits of having numerous ‘caring figures’. However, his positivity blinds him to the negative impacts of their well-intentioned actions. Drawing parallels to skincare, the narrative explores the notion that an excess of care, like excessive skincare products, can yield unintended consequences. As the story unfolds, viewers are encouraged to reflect on the importance of moderation and returning to the fundamentals. And just like skincare, too much goodness, once collided, can do more harm than good. So it's better to stop skincare overdose and just come back to the basic essentials.

With an astounding result of 380 million impressions, 94 million reach, and 40 million engagement, INGU's campaign has left an indelible mark on its audience. Notably, it has also garnered a significant increase of 20,000 new followers and subscribers online. These numbers attest to INGU's resounding success in captivating and resonating with a vast audience, solidifying its position as a powerhouse in the skincare landscape.