marketing interactive

Pop those pimples: OXY's AR filter gets Malaysians to fight pesky skin issues


Skincare brand OXY has launched its #OxyfiedFace campaign on Facebook with an AR filter that aims to educates Malaysian teenagers on good skincare regime. Done in collaboration with Entropia Noir, the filter allows users to virtually pop pimples and squeeze blackheads on their faces. The AR filter is available on Facebook until 14 April.

Users can launch the AR filter through OXY's Facebook page, and choose to "defeat" one of three skin problems: acne, shine, or blackheads. Once chosen, the problem will appear and move along the users' face, and the users can tap them away. OXY has also launched a social contest where users can stand to win a year supply of OXY products. Through this campaign, OXY aims to engage its young consumers online through a fun and inspiring way, since they are kept at home due to the Movement Control Order.

Lim Mei Yuen, general manager at OXY's parent company Rohto-Mentholatum, said the campaign also aims to highlight OXY catering to other skin problems such as dull and oily skin, as well as blackheads. Lim added that OXY is strongly associated with acne treatment, so the campaign gives it an opportunity to target other target audience.

In a statement to A+M, April Toh, principal at Entropia, said it chose to launch the AR filter on Facebook because OXY's presence is stronger there as compared to its other social media platforms. She added that the filter will be promoted through Facebook ads. “As all Malaysian teenagers are stuck at home, we got them to learn about following the right skincare regime and having fun popping pimples and blackheads, she added. This is Entropia's first collaboration with OXY. Besides the AR filter, the #OxyfiedFace campaign will also see a series of three videos being released on OXY's Facebook page. The first one has been posted on its Facebook page, and encourages Malaysians to forget about using filters and adopt good skincare regime instead.

OXY is not the first brand to tap on AR for its campaign. In February, Pepsi released its 2020 international football campaign "#FORTHELOVEOFIT", which taps on AR to interact with football fans. Selected cans will have a QR code on them for consumers to scan and interact with mini AR versions of football players Messi, Salah, Pogba, and Sterling. Consumers are able to play a game of keepie-uppie (where players have to keep a football up in the air for as long as they can) with the mini AR versions of the football players, and share their scores to their Instagram Stories.

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