A new campaign is getting girls to ‘fess up to their mingin’ beauty habits and embarrassing secrets online. The Dirty Little Secrets campaign, by skincare brand Bioré®, aims to cleanse people’s souls as well as their skin. The campaign is fronted by the Dirty Little Secret Girl character, who will share her beauty sins in a podcast drama and encourage her listeners to do the same on a parallel dirty little secret blog and Twitter page. The campaign aims to create a confidante and forum for discussing the less glamorous side of beauty. Unexpectedly, but a sure sign of success, consumers are using it to get unrelated incidents off their chest too. One girl has confessed to a minor hit and run accident, “I have to share it as the guilt is killing me”. Is the online forum the modern church confession?

References: Contagious, Utalkmarketing.com


Image credit: Bioré®

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