Erin and Sara Foster are making a clean debut in magnificence messaging—placing apart conventional tropes in advertisements which might be congested with unattainable narratives. As a substitute, as Dermalogica’s new model ambassadors, the sisters are displaying they’re in on the joke in a brand new marketing campaign for the model’s Each day Microfoliant. The objective: make skincare really feel easy and relatable.
The Fosters launch the marketing campaign on Thursday in a video, satirizing celebrities who need to go unnoticed in public. “I need to be lowkey, generally I’m craving privateness,” mentioned Sara within the advert spot, the place she’s seen clad with a hood and sun shades and a shirt emblazoned with “I Am Sara Foster” at a restaurant alongside Erin. When she’s approached by a passerby, Sara preemptively affords to take a selfie, solely to understand that her face is acknowledged for a special purpose. “I do not know who you’re, I simply wished to ask about your pores and skin—it’s actually glowing.” The clip ends with a message of performing clean in all interactions, together with skincare, with Sara making use of the model’s bestselling Each day Microfoliant.
The sisters mentioned their objective was to make skincare a enjoyable and genuine dialog. “We wished this marketing campaign to really feel actual, like the way in which we really speak to one another,” mentioned Erin. “Certainly one of my favourite moments on set was after we have been joking about all of the unhealthy skincare habits we’ve had, as a result of it’s the sort of factor individuals really relate to. We love that Dermalogica is a model that lets us have that dialog as an alternative of creating skincare really feel scary and intimidating.”
Sara added, “We’re not right here for the concept that it’s worthwhile to have good pores and skin 24/7 or that taking good care of your self must be this intense, unachievable factor.”
Teaming with Dermalogica was an natural partnership because the sisters have all the time had the model near house. “Our mother was our unique skincare fanatic,” Erin mentioned. “She took her routine very critically—she’s the sort of mother who had an precise routine earlier than we even knew what moisturizer was. Dermalogica was one of many manufacturers that was continuously in her rest room.”
Sara added that as youths they have been “stealing” their mom’s merchandise and received early classes on what to not do to their pores and skin. “I bear in mind utilizing a special exfoliant method too aggressively as a teen and questioning why my face was crimson. However as we received older, we realized she really knew what she was speaking about. Now, we’re all about good skincare, and utilizing these merchandise that work however don’t require a Ph.D to make use of.”
Certainly, the sisters have their routine right down to a science—a relatable science. “My primary rule is SPF and exfoliating, all the time. Something that’s simple to know is all the time a plus, too,” mentioned Sara. “We don’t have time for 12-step routines,” Erin added. “I really like something that’s multitasking, just like the Each day Microfoliant, as a result of it exfoliates and brightens in a single step.”
For the cofounders of clothes and accessories model Favourite Daughter, the marketing campaign is the start of a long-term partnership with Dermalogica. And it comes at a busy time as their label expands into the footwear class with a collaboration with Dr. Scholl’s that may launch in Could, they usually additionally function co-producers of Netflix’s “No one Needs This.”
As ladies in style and Hollywood, they see their partnership with Dermalogica as an alignment with their ethos of utilizing self-care and sweetness as empowerment whereas below the microscope.
“There’s all the time going to be stress, however we’re not making an attempt to look 20 eternally, we simply need to appear and feel like the perfect variations of ourselves,” mentioned Sara. “That’s why we love Dermalogica. It’s not about fast fixes or pretending you don’t age, it’s about really taking good care of your pores and skin in a wholesome method that is smart.”
