Master and Eskinol are undisputed market leaders in the Philippines. Eskinol, was the first to introduce facial Deep Cleansers in the market and it continues to maintain its equity and prove its expertise in safe and superior deep-cleansing. While Master is considered as the pioneer in men’s facial care, introducing the ZEROIL formulation that controls oil for up to 8 hours.

Despite leading the market, there lies a huge opportunity for growth for both brands as face care remains a low-penetration category in the Philippines among 18 to 25 year olds, sec. C to D, with only 21.9% of Filipino women and 2.9% of Filipino men using a deep cleanser. In order to increase brand penetration, the challenge for the agency was to hinge on popular celebrity and social media love team, AlDub, to make both brands increase relevance and relatability with teenagers.

Launched via Facebook, Twitter and YouTube, the Maskinol video leveraged on different

principles to set it up to success through their influencers and a strong

advocacy.

Called by media as ALDUB, the celebrity status of Alden Richards and Maine Mendoza equal that of other A-list love teams, proved to be the best spokespersons for the target market, as they’ve become a symbol of a modern Filipino and Filipina.

Having established our audience’s core issues pertaining to insecurities and identity, the brand needed to pinpoint an execution that would highlight a solutions-oriented way to teach teens how to fight cyberbullying.

The execution, which was a comedic video of celebrity endorsers Alden and Maine reacting to “hate tweets” and shrugging it off, regardless, successfully inspired our audience to do the same—that no matter what happens online, there is always a way to #wipeawaythehate.