This is what skin confidence looks like - George's story.
Say hello to George. Like every single person you’ll see in our advertising, he’s a real customer whose life and confidence have been transformed.
Airbrushed perfection, filtered images, and impossible promises have dominated skincare for too long, giving people unrealistic expectations of how they should look and feel. We believed it was time for something different.
His first ever photoshoot…
We invited George to Hackney Studios to capture a portrait of his new-found confidence. The brief for the photoshoot was simple: real people, real skin. No retouching, filters or makeup. In a world where we’re still surrounded by retouched images of people with perfect skin and coated in makeup, this photoshoot was all about breaking the myth.
…and a call he’ll never forget.
A few weeks later George got a video call from us - to show him his face on a billboard in Leicester Square.
As the camera panned out to show his image filling the screen, his reaction said it all. “It’s been liberating to celebrate my skin being so much better,” George told us afterwards. “It’s all I wished for years, and it’s finally happened.”
From frustration to freedom.
George knows better than most how overwhelming skin concerns can be. “It’s really crippling to have acne all over your face when you’re just growing into yourself as a teenager,” he recalls. At times, it was so difficult that he didn’t even want to go into school.
As an adult, medication brought results, but with harsh side effects he didn’t want to face again when his acne returned. “It was frustrating and worrying when it started to show again,” George explained.
That’s when he turned to 47 Skin. Within three weeks of using the Serum, his skin was clear all over. “It’s made me feel so much better about myself. At the end of the day, I don’t have to worry about having spots all over my face. It’s given me so much more confidence in the way I look.”
We’ll always be about real people, real results.
This campaign captures the spirit of what we’ll always be about at 47 Skin - showing the skin journeys of real people. Acknowledging the hard times, when you feel under-confident, frustrated and ready to give up is the part of it we’ll never shy away from.
By sharing our customers’ stories, we’re sending a message: the journey isn’t always easy, but skin confidence is possible, and we’re going to keep on celebrating it.
