Horror legend and 90s icon Sarah Michelle Gellar joins renowned beauty brand philosophy for a bold new campaign that dispels fears about using retinol.
Inspired by the scream queen's impressive body of work, the campaign features a cinematic ad directed by Joe Pernice, produced by Rich Salamone, and shot by renowned horror Director of Photography Jason Krangel.
Gellar's new commercial promotes philosophy's new Ultimate Miracle Worker Face & Neck Cream.
The spot was initially teased Tuesday with a cryptic trailer posted to the brand's Instagram just in time for the Halloween season.
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philosophy GM of Luxury Skincare Andrea DiNunzio discussed the brand's commitment to crafting products that deliver results in a press release, highlighting its decades of research and patented formulas.
"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," she continued.
She concluded by expressing her excitement for the collaboration with the "Buffy the Vampire Slayer" star, which perfectly encapsulates the brand's message.
Additionally, philosophy will also be giving away 1,000 Rated R Fandango promo codes, which can be used to redeem a free movie ticket throughout the month of October.
Customers can sign up at philosophy's microsite to claim a promo code along with free samples of the Ultimate Miracle Worker Face & Neck Cream.
The campaign will run across philosophy's and Sarah Michelle Gellar's social media channels, including Facebook, Instagram, and TikTok.
By using horror tropes to captivate and engage the audience, the campaign highlights the importance of good brand storytelling.
Brands that aim to create cinematic ads stand to learn from the film's casting and direction.
No Scares in Skincare
An eerie spot titled "Movies should be scary, skincare shouldn't be" begins with a "rated R" disclaimer for "retinol scaries," which are said to cause pervasive fear and confusion, among other symptoms.
The ad begins as the camera closes in on Gellar reading a book in the living room of a darkly lit home.
Startled by an ominous noise coming from somewhere in the house, she climbs up the stairs to investigate.
Suspenseful music builds up as she walks down a dark hallway towards a partially closed door.
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Seemingly preparing the audience for a scare, the film cuts to the star's face as she opens the door and lets out a blood-curdling scream.
An anti-climactic reveal shows what made her scream — philosophy's Ultimate Miracle Worker.
Relieved, Gellar reassures the audience that retinol is nothing to be afraid of as the lights in the house turn on.
Earlier in September, CeraVe also took a different approach to beauty branding with a rom-com-inspired campaign.
Editing by Katherine 'Makkie' Maclang
