This Singapore skincare campaign is busting beauty industry standards

Acne, pesky pimples and problem skin is something all of us have to deal with at some point in our lives. Whether your trigger is hormonal, anxiety-induced or allergy based, there always comes a time when our complexion looks and feels more stressed out than usual.

The truth is, having skin ups and downs is just part of being human. But that’s easy to forget in today’s social media dominated age, where every day we’re bombarded with perfect images from all angles. 

From celebrities to our favourite influencers, to even our best pals, Instagram’s algorithm serves us up daily updates of everyone's highlight reels, and it's easy to forget that what we’re seeing is often carefully selected, filtered and (often) face-tuned. 

The fact that the beauty industry perpetuates the need for us to achieve this perfection, doesn’t help either. From the glossy, airbrushed models we see in magazines to pummelling us with words like ‘anti-acne, anti-ageing,’ it’s easy to go about life feeling like anything other than smooth, flawless skin makes us unworthy. I know I have.

"From the glossy, airbrushed models we see in magazines to pummelling us with words like ‘anti-acne, anti-ageing,’ it’s easy to go about life feeling like anything other than smooth, flawless skin makes us unworthy." 

That’s why La Roche-Posay’s new #notnowNOTAGAIN campaign is so refreshing. 

In an effort to normalise the conversation around bad skin days, the sensitive skin care specialist has brought together five well-known Singapore-based influencers — Fauzi Aziz, Yun Qian Lim, Carrine Low, Eswari Gunasagar and Xin Lin Khaw — for a photoshoot baring their real skin. 

That’s right. No make-up, no photoshop, each of the social media stars sat in front of the camera bare-faced to proudly flaunt their imperfections. Following that, each of them shared the images on social media recounting their own skincare journey. 

“When La Roche-Posay approached me to be part of their #NotNowNotAgain campaign and bare my face for a shoot, I was hesitant because my skin is one of my biggest insecurities, having suffered from bad acne growing up. Until today, I still do everything imaginable to cover up my imperfections,” Fauzi shared on his instagram post.

“But deep down, I knew I had to be part of this to show everyone that perfection is overrated. Yes, I have breakouts and yes, I have acne scars. But they’re what makes me human,” he says. 

"Right now, I have grown to understand that I'm human. I am not meant to be perfect. It's okay to have pimples, it's okay to have scars. People are always going to talk, they will never know and it's okay if they don't. What matters the most is how you truly feel about yourself," shared Eswari.

What’s more, to inspire their followers to proudly show off their real skin, each influencer has invited three of their followers to take part in a similar photoshoot, to be organised at a later date. 

La Roche-Posay’s incredible campaign embraces a changing tide within the beauty industry, in which more and more brands are using unretouched images of models in their ads and websites. It’s still a rarity in Singapore and within Asia, so we’re looking forward to seeing more! 

Images proudly taken by ZERRIN STUDIO

You can find out more about La Roche-Posay's #notnowNOTAGAIN campaign here. You can read more about their sustainability commitment here

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