Restylane® – Filler, not Filter

From insight mining to a successful campaign

Everything is perfect. Every poster calling ‘Buy me’. Every feed sending the message ‘Be like me’. Flawless faces, soft-filtered reality, retouched features. Beauty is becoming formulaic, and personality is falling by the wayside.

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Yet if you listen more closely, there is something you can notice: what the target audience wants is not a flawless face. It is looking for a naturally fresh appearance that matches their personal identity.

This is exactly what the campaign for Galderma and the Restylane hyaluronic filler series addressed. Adopting a guiding concept of ‘Filler, not Filter’, the spirit behind the campaign was to deliberately break with the industry’s focus on perfection. It is not about becoming someone else, but rather being the best version of yourself.

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The visuals depict multifaceted personalities in contrasting worlds – gala meets everyday life, business meets adventure. An omnichannel content campaign from social media to print, reaching professional audiences and consumers equally with a message that sticks in the mind: perfect products yes, perfect bodies no.

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Results after 6 months:

The company’s social media presence proved successful thanks to the varied, credible and helpful content in it:

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