Black spots and acne should not be treated as close friends of skin. On the other hand, they should be cast away with gentleness, using noncomedogenic and hypoallergenic products, avoiding harsh, astringent, acid and abrasive formulas.
Observing this reality and the fact that adolescents are experts in friendship, socializing networks and friendship requests, we developed for Avene Cleanance a concept both fun and educational: Unfriend Spot (with gentleness). On www.unfriendspot.ro, the most interactive part of the whole campaign, youngsters learned how to get rid of acne through a quiz that answered them back with funny gifs and cool prizes.
The challenge of this project was to give the educational component a cool, young, sounding like Facebook package, both in online and on offline materials.