A visually rather interesting advertising campaign by Pola Apex – a Japanese cosmetics brand. The campaign posters – accompanied by video panels – were used in several stations across Tokyo, such as Omotesando and Shibuya.
The campaign images are a mix of beauty photography and a circular Radar chart (also called web chart, spider chart or polar chart) mapped on top of it, arguably a novel combination which I have not seen before.
All the labels around a circle – enclosing the image of a face – describe certain characteristics of the skin e.g. skin pores, moisture, capillary vessels, stains, peeling of outer layer skin cells and conditions of other skin cells.
The core idea is, if all of these skin conditions are in balance your face will look beautiful. If your skin has deficiencies in certain areas, the chart will distort and make your face ugly.
https://www.youtube.com/watch?v=IgnmGQjw4vQ
Sample of a campaign video clip.
The message of this campaign is probably something along “if your skin looks imbalanced and distorted, Pola Apex cosmetics can fix you and make you all whole and round again.”
It’s kind of brave and a little ironical for a cosmetics & beauty brand to showcase funnily distorted faces all across Tokyo.
