Festive getting-ready in India usually follows a familiar order: outfit first, makeup next, skincare last, if there is time at all. The Face Shop wants to flip that sequence with its new Diwali campaign, ‘Glow Before You Go’, which puts skincare at the very start of festive preparation.
The campaign ties Korean skincare rituals to occasions such as pujas, Diwali dinners and festive parties. At its core is a social media format built around the line ‘Before I go to the puja, glow’, inviting creators and consumers to share their festive plans alongside their skincare routines. A hero film, creator-led content and wider social activity carry the idea across platforms, while influencers, dermatologists and makeup artists add expert perspective on where skincare fits into the larger beauty routine.
On the ground, the brand has opened a month-long pop-up at Terminal 2 of Mumbai Airport, where travellers can browse and buy products from its Korean skincare range, bringing the campaign into a high-footfall festive travel setting.
Aashriya Sharma, head of marketing at The Face Shop, says the opportunity lies in changing how people see the routine. In her words, skincare is not the finishing touch but the foundation everything else sits on, and the aim is to turn a last-minute scramble into a ritual people look forward to. The campaign will run across digital platforms and at the Mumbai Airport pop-up through the festive season.
