What's Happening?
Tower28, a U.S. skincare brand, has placed a full-page advertisement in the October 5 edition of The New York Times, announcing an open casting call for models with sensitive skin conditions such as eczema, acne, rosacea, or psoriasis. The ad, signed by the brand's founder Amy Liu, invites individuals from the sensitive skin community to participate by using a QR code provided in the ad. Tower28 specializes in skincare products designed for sensitive and inflamed skin, and its formulations have been endorsed by the National Eczema Association, where Liu serves as a board member. The selected models will feature in various marketing materials, including a campaign photoshoot scheduled for spring. This initiative aligns with National Eczema Month in the U.S., during which Tower28 plans to release a series of video skits featuring online comedian Chanse McCrary.
Why It's Important?
This casting call by Tower28 highlights a significant shift in the beauty industry towards inclusivity and representation of diverse skin types. By focusing on models with sensitive skin conditions, Tower28 is challenging traditional beauty standards and promoting acceptance of skin imperfections. This move could influence other brands to adopt similar inclusive marketing strategies, potentially leading to broader representation in the beauty industry. For consumers with sensitive skin, this initiative offers a sense of validation and visibility, potentially increasing brand loyalty and expanding Tower28's customer base. The campaign also underscores the importance of addressing the needs of individuals with specific skin conditions, which could drive innovation and growth in the skincare market.
What's Next?
As Tower28 prepares for its spring campaign, the brand is likely to continue its efforts to engage with the sensitive skin community. The upcoming complexion launch in 2026, which will require models with a wide range of skin tones, suggests that Tower28 is committed to expanding its product offerings and inclusivity. The brand's programming for National Eczema Month, including video skits, may further raise awareness and foster community engagement. Other skincare brands may observe Tower28's approach and consider similar initiatives, potentially leading to a broader industry trend towards inclusivity and diversity in marketing.
