Mumbai 29th October : The Face Shop, the Korean skincare brand, has announced its festive campaign, ‘Glow Before You Go’, positioning skincare as the first step in every festive preparation. Inspired by Korean skincare rituals and the spirit of Indian celebrations, the campaign highlights that before the makeup, the outfit and the occasion, there is skincare.
The campaign reflects The Face Shop’s broader vision of glocalising the Korean skincare experience for Indian consumers. By linking established skincare rituals to familiar occasions such as a puja, a Diwali dinner or a festive party, the brand aims to make its expertise relevant to everyday moments of getting ready.
A central element of the campaign is a repeatable social media format built around festive occasions: Before I go to the puja, glow. Before I go to Diwali dinner, glow. Before I go to the party, glow. The format enables creators and consumers to participate through their own festive plans and personal skincare routines.
The campaign is being executed through an integrated marketing plan comprising a hero campaign film, creator-led content, social media storytelling and on-ground retail experiences. The Face Shop is collaborating with influencers, dermatologists and makeup artists to communicate the role of skincare at different stages of the beauty routine, combining expert-led and relatable content to build awareness and strengthen product discovery.
As part of the on-ground activation, The Face Shop is hosting a month-long pop-up at Terminal 2 (T2) of Mumbai Airport, one of the country’s busiest travel hubs during the festive season. Visitors can explore and shop from The Face Shop’s range of Korean skincare products, making it convenient to pick up festive skincare essentials before they travel. The activation extends the campaign from digital platforms into a real-world setting and gives consumers a direct opportunity to discover the range
“Festive beauty conversations in India usually start with the outfit and the makeup, and skincare gets squeezed in at the end, if at all. We wanted to reverse that order. Skincare is not the finishing touch, it is the foundation everything else sits on, and the best festive look is one that begins with healthy skin. For us, the real opportunity is to turn a last-minute scramble into a ritual people look forward to, and that is what ‘Glow Before You Go’ is about.” says Aashriya Sharma, Head of Marketing at The Face Shop.
With ‘Glow Before You Go’, The Face Shop aims to make skincare a natural part of festive preparation for Indian consumers. The campaign will run across digital platforms and at the Mumbai Airport pop-up through the festive season
About The Face Shop:
The Face Shop is a leading global K-beauty brand dedicated to delivering high-quality skincare and beauty products that combine traditional natural herbs and extracts with advanced Korean technology. Since 2003, The Face Shop has been committed to clean beauty, crafting meticulous formulas that merge the wisdom of nature with cutting-edge science. With over 3,000 stores across 35 countries, The Face Shop strives to offer effective skincare solutions that meet diverse skin needs while embodying values of naturalism, variety, and tradition. Experience the power of clean beauty with The Face Shop, where each product is packed with tradition and innovation to enhance natural beauty.
