The Face Shop Launches ‘Glow Before You Go’ Festive Campaign
The Face Shop, the Korean skincare brand, has launched its festive campaign, ‘Glow Before You Go’, encouraging consumers to make skincare the first step in their festive beauty routines. Inspired by Korean skincare rituals and Indian celebrations, the campaign highlights the importance of healthy skin before makeup, outfits and festive occasions.
The campaign reflects the brand’s broader vision of adapting Korean skincare experiences for Indian consumers. By connecting established skincare rituals with familiar occasions such as pujas, Diwali dinners and festive parties, The Face Shop aims to make skincare a natural part of everyday preparations.
Making Skincare Part of Festive Preparations
A key element of the campaign is a repeatable social media format built around festive occasions. The messaging includes phrases such as “Before I go to the puja, glow”, “Before I go to Diwali dinner, glow” and “Before I go to the party, glow”.
This format invites creators and consumers to participate by sharing their festive plans and personal skincare routines. As a result, the campaign connects the brand’s skincare philosophy with relatable moments during the festive season.
Integrated Marketing and Creator Collaborations
The campaign follows an integrated marketing approach that includes a hero campaign film, creator-led content, social media storytelling and on-ground retail experiences.
The Face Shop is also collaborating with influencers, dermatologists and makeup artists. Through expert-led and relatable content, these collaborations aim to highlight the role of skincare at different stages of the beauty routine. They also support product awareness and discovery among consumers.
Mumbai Airport Pop-Up Brings the Campaign to Consumers
Extending the campaign beyond digital platforms, 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 brand’s Korean skincare range at the pop-up. This gives travellers an opportunity to pick up festive skincare essentials before their journeys while experiencing the campaign in a physical retail setting.
Commenting on the campaign, Aashriya Sharma, Head of Marketing at The Face Shop, said, “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.”
With ‘Glow Before You Go’, The Face Shop aims to establish skincare as an essential part of festive preparation for Indian consumers. The campaign will run across digital platforms and at the Mumbai Airport pop-up throughout the festive season.
