Guerlain introduces its Super Tips skincare line through a power-packed, superhero-themed social campaign.

Through content posted across Twitter, Facebook and Instagram, the brand depicts the tubes of product as superheroes fighting to right skin-suffering crimes such as late nights and chocolate overloads. Personifying beauty products enables brands to showcase their properties in an amusing manner.

“My Super Tips is a high potential’s skincare range, to recruit new customers through colourful, easy-to-use and originals products,” said Sarah Curtis Henry, vice president of marketing and PR at Guerlain, New York to Luxury Daily.

“This range answers to precise and universal consumer insights,” she said. “The digital content is here to talk about this range in an original way and offer a surprising creative approach inspired by comics to link to the Superhero universe.”


Cosmetic comic book
In a short introductory video, Guerlain highlights its cast of characters. In text, it explains that each product tackles “one problem” with “one solution.”

Another short clip shows the colourful tubes flying through the sky as cartoon clouds, lightning bolts and stars appear around them. Text says, “Always keep your Super Tips with you for a super day,” as the tubes fall into a yellow handbag.

From there, the brand posts cartoons depicting one of the products surrounded by imagery that represents the issue it fights. For instance, Stop Spot, an anti-blemish treatment, is shown with a target and a no symbol to communicate its ability to conceal and treat any acne.


Super Lips, which promises to repair lips following stresses such as UV exposure, wind and kisses, is shown with cartoon lips and the word “smack” written in bold lettering. Crème SOS (pictured above) is shown as emergency repair for tightness, warmth or irritation with the addition of bandages and the word “ouch.”


When beauty rest is out of reach, Midnight Secret is said to be two extra hours of sleep. Along with a darkened sky, Guerlain markets this with an image of a plane and clock hands.


While the individual products are available for purchase separately, presenting the collection as a “survival kit” may spur purchases of the entire set.

“My Super Tips are Superheros because they are all essential companions in our hectic lives, they are four colourful, ultra-practical and miniature skin superheros that are great to collect,” Ms. Curtis Henry said.

The line, available from May, is retailing in Guerlain boutiques and counters in duty-free and travel retail outlets.

Guerlain My Super Tips 2016 Collection

Guerlain Midnight Secret – New & Permanent
It’s basically sleep in a tube. You simply apply this at night right before you go to bed knowing that you need to be up in a few hours. That’s when magic happens! The blend of 8 active ingredients makes you look like you got 8 hours of sleep! When you wake up, your skin is super hydrated and your complexion is fresh and radiant.

Guerlain Stop Spot – New & Permanent
This is a highly concentrated powerful anti-inflammatory antiseptic cover up. It’s universal colour helps to conceal any unwanted blemishes on most skin tones. The formula reminds me of an industrial strength concealer but it also calms inflammation,camouflages imperfections and purifies blemishes.

Guerlain Super Lips – New & Permanent
Attends to dry and damaged lips. This lip hero is incredibly rich and hydrating. The formula is not sticky at all and the scent is a subtle mix of bergamot candy and a little madeleine. The grapeseed extract helps you get back your soft, smooth, plump lips in one little hot pink tube.

Guerlain Creme SOS – New & Permanent
This creme does exactly what the title states — SAVE OUR SKIN! Basically use it any time you need your skin to be rescued. Whether that’s from the weather, stress, tiredness, pollution, you name it! It acts to sooth, defined and rebuild the skin. Winter is coming Australia and I know a few dry spots that would love this.

Guerlain Radiance in a Flash – New & Permanent
Saved my favourite till last, the face lift in a tube. Once applied it delivers smooth, tightened, lifted, radiant skin AKA «The Cinderella Effect». It immediately reveals a healthy smooth complexion! The formula is very lightweight and has a rosy gold pearlescense to it.