Tower28 Seeks 'Sensitive' Faces for New Campaign in New York Times Ad

What's Happening?

Tower28, a US skincare brand, has launched a casting call for models with sensitive skin conditions such as eczema, acne, rosacea, or psoriasis. The announcement was made through a full-page advertisement in the New York Times, inviting individuals to participate in the brand's upcoming marketing campaigns. Founder Amy Liu emphasized the challenge of finding models with imperfect skin and expressed the brand's commitment to representing diverse skin types. Tower28's products are specifically designed for sensitive skin and have been endorsed by the National Eczema Association.

Why It's Important?

This initiative by Tower28 highlights a growing trend in the beauty industry towards inclusivity and representation of diverse skin types. By featuring models with skin conditions often underrepresented in mainstream media, the brand is challenging traditional beauty standards and promoting acceptance. This move could influence other companies to adopt similar practices, potentially leading to a broader shift in the industry. For consumers, particularly those with sensitive skin, this campaign offers a sense of validation and representation, which can enhance brand loyalty and trust.

What's Next?

Following the casting call, Tower28 plans to feature successful models in its marketing materials, including a campaign photoshoot set to launch in the spring. The brand is also preparing for a complexion product launch in 2026, which will require models with a wide range of skin tones. As part of its October programming, coinciding with National Eczema Month, Tower28 will release a series of video skits featuring online comedian Chanse McCrary. The brand's efforts may inspire other companies to prioritize diversity and inclusivity in their marketing strategies.