Did you know the word “selfie” has been added to the Oxford Dictionary? And not because Ellen Degeneres took that selfie at the Oscars or because President Obama took one or even because the Pope did. Nope. It’s in there because billions of people all over the world have been doing so since the advent of the camera phone and even before.
Leveraging that phenomenon, French cosmetic brand Avene launched its Avene Selfie campaign in China, the brand’s biggest overseas market. It chose China because on an insight they discovered: Chinese women pose the exact same way every time they take a selfie.
They even broke the science of the selfie down complete with an analysis of facial angle, eye position and chin position. The campaign, created by Fred & Farid Shanghai, included a video which proved just how boring this singular pose can be over time by showing hundreds of images of the same women in the same pose over and over and over again. MySpace angle, anyone?
The agency coupled that message with the fact Avene Couvrance products can help a woman reveal her 360 degree beauty. In addition, they reached out to key opinion leaders and showed them gifs made up of all their selfies with, of course, the head positioned the same way over and over and over.
The campaign’s tagline, “It’s time to change the angle,” speaks to the cultural insight and also supports the notion that with Avene, there really are no bad selfie angles and everyone should allow the world to appreciate their beauty in full on 360 degree glory. Well, at least that’s how I interpret it.
Check out the case study video below.
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