SUGAR Cosmetics Unveils Their Digital Campaign #MySkinMyChoice - GADGETS & INNOVATIONS

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Monday, March 4, 2019

SUGAR Cosmetics Unveils Their Digital Campaign #MySkinMyChoice


The film that is a rebellion against skin tone shaming is conceptualized by SUGAR’s in-house creative agency and directed by Bandstand Videos Pvt. Ltd.

SUGAR Cosmetics, a cult-favourite amongst millennials, has launched their digital video commercial, around the time of Women’s Day, highlighting the essence of the brand which is to be comfortable in your own skin. With the launch of their extension line for their popular Ace of Face Foundation Stick that now hits a total of 22 shades - the brand provides a range that caters to all Indian skin tones.


The video talks about the real-life struggles around skin tone that almost all women have faced at some point in time in their lives. It is a rebellion against the archaic narrow thoughts of people who sit back and pass judgements on the basis of colour. The opinions featured in the video are a true representation of what the brand’s core target group shared after weeks of first-hand research with audience segments from households to schools, colleges, workplaces and other walks of life.

Through this campaign, SUGAR Cosmetics encourages its audience to defy societal jibes that attempt to stereotype women into pre-defined beauty standards and urges them to be comfortable and revel in their own true skin.

SUGAR’s Ace of Face Foundation Stick is a lightweight, creamy, blendable and long-wearing foundation that feels like your second skin. The brand has added 11 new shades to their already existing 11 shades making it a total of 22 flawless shades that give you a sheer-to-full coverage.



Mumbai, Maharashtra, India

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