#AgelessExpression, a new nationwide cross-platform digital campaign, launched by The Moms.Co to announce the arrival of its new Natural Age Control Range, a natural alternative to Retinol, which is an advanced treatment for aging issues fuelled by Bakuchiol. The campaign film starring actress Kalki Koechlin, conceptualized by All of the Above Studio, explains the endless gestures of a woman and how her face does all the talking.
Aging is a normal life progression, and specific inevitable improvements to the skin are also triggered by overtime, impacting one ‘s understanding of aging. Because of these skin modifications, what is supposed to be admired for many women becomes a source of tension & concern.
The Moms Co. is leading the rising movement of startups to crack expectations and test assumptions with this initiative. Without emphasizing the skin damage and praising their ageless expressions, they want to help women accept aging for their path. Building on this proposition, the short film featuring Kalki, a face that defines natural beauty, shows how Bakuchiol, a natural alternative to retinol that fights early signs of aging, can help retain those ageless expressions.
Malika Sadani, Founder & CEO, The Moms Co., speaking on the launch of the new campaign, said, “We have seen over the years how aging issues make people less relaxed in their skin.” Aging is entirely normal and a symbol of how things get better with age. With this campaign, with our new Natural Age Management Range, we want people to enjoy their skin and let their faces do the talking, so faces will never age.
The aim of the visual narrative, directed by Gabriel Ghoderao, was to let the user connect to and recognize the main ingredients in the range and the product’s implementation strategies. The shooting was an immensely fun and rewarding process for The Moms Co. In its most real, raw self, The Moms Co. believes in beauty, and I wanted to visually translate this on-screen, and we couldn’t think of a better match than Kalki to represent the same! We tried to create fascinating visuals, lying on the floor and reading, grooving to Kalki’s soundtrack being her silly self. The most significant aim was to make the film sound effortless, and the whole team worked hard to pull it all together! “, Ghoderao says.
