Garnier’s Commitment to Gender Equality at Bangkok Pride Festival 2024
Garnier skincare brand is proudly demonstrating its commitment to gender equality at the Bangkok Pride Festival 2024 with an inspiring and inclusive campaign under the tagline, “Remove your makeup, never your pride.” This initiative is designed to empower individuals to challenge societal norms and celebrate diversity with confidence and pride.
In partnership with media agency Wavemaker Thailand and UK-based technology partner Aircards, Garnier has harnessed the power of Generative AI technology and live interactive Digital Out-of-Home (DOOH) advertising to create a personalized digital canvas. This innovative platform enables festival attendees to display their true selves on the iconic Bangkok Landmark DOOH backdrop throughout the Pride event.
The campaign’s core message, “Remove your makeup, never your pride,” is brought to life through a user-friendly mobile interface powered by Generative AI. Participants can use Garnier Micellar to metaphorically remove negative words associated with gender diversity, replacing them with positive affirmations that reflect their unique personalities. The resulting personalized images are showcased in real-time on the live DOOH at the Bangkok Pride event on June 1 and can be shared across social media.
Sumitra Akararojkit, Garnier’s General Manager, shared the brand’s inclusive vision: “At Garnier, we see our brand as a beauty democratizer delivering beauty for all regardless of age, skin tone, and gender. We are proud to build inclusiveness in Thailand with our partners, Wavemaker and Aircards, through our recent Micellar Pride campaign with a highly engaging and interactive experience. Everyone can take part in our campaign to drive positive self-perception like never before.”
Christopher Orcutt, Managing Director of Wavemaker Thailand, highlighted the ongoing partnership with L’Oréal Group in utilizing AI to enhance consumer engagement: “L’Oréal Group has been a great partner in breaking boundaries of beauty with AI. We are so proud to work with L’Oréal Group to enhance our engagement with consumers and build personalized experiences in beauty through technology.”
Aircards Chief Commercial Officer, Lewis Collins, commented on the technical challenges and ultimate success of the project: “Although we’ve had plenty of experience in creating custom pipelines to help clients take advantage of AI in a dynamic yet compliant manner, this project posed several challenges. The AI pipeline was configured to produce pride-inspired artwork aligned with specific prompts from each user, alongside mobile integration and a cloud rendering system, all delivering rapid artwork creation times for mobile users. But the result is a joyful representation of uniqueness that’s a perfect fit for everything Pride stands for.”
Even after the Pride event, individuals across the nation can continue participating in the campaign by creating their unique images and sharing them via social media throughout Pride month until June 30. Participants can join by logging in to garnier-micellar-pride.com or by scanning the QR code available on Garnier Micellar’s social media platforms.
Join Garnier in celebrating Pride 2024 and promoting a world where everyone can express their individuality and shine with unique pride!