Super Facialist gives cold shoulder to unrealistic beauty advertising with campaign by Squad and Love Sugar Science

Squad, the brand-building firm, and Love Sugar Science, the independent media agency, have teamed up to deliver a seven-figure repositioning campaign for leading skincare brand Super Facialist.

The creative campaign, the first above-the-line advertising commissioned by the skincare brand, turns a cold shoulder on the sterile science labs and unobtainable, flawless beauty of typical skincare marketing. 

Instead, the creative captures, with a dose of humour, the frantic and often chaotic routines of women as they juggle work, family commitments, social time, studies and more, all whilst trying to care for themselves. The advertising shows scenes to which many will relate. Super Facialist is positioned as an everyday skincare product that fits neatly into women’s lives.

Directed by Simon Neal through The Gate Films, the campaign launches in peak time on Channel 4 today (7 May). The television advertising includes two 20-second spots that will air exclusively across Channel 4’s portfolio of channels. Super Facialist received match-funding from the broadcaster’s Greenhouse Fund – an initiative that offers UK SMEs that have never advertised on TV before match-funded commercial airtime across the broadcaster’s portfolio. This allows brands that are new to TV to validate proof of media effectiveness earlier in their growth cycle than would otherwise have been possible.

The television advertising will be supported by activity on social and digital media. 

Speaking on the campaign, David Barraclough, creative partner at Squad, said: “Gone are the days of buying into the baby-free brunches of Sex and the City. Our woman gets Motherland. She can laugh at them because she’s able to laugh at herself. And she loves her laughter lines, but that doesn’t mean she doesn’t try and keep them in check.

“We love Simon’s ability to deliver the laughs with a wicked relatability.”

Jessica Scott, co-founder at Love Sugar Science, added: “We’re absolutely thrilled to be working with Squad and the team at Super Facialist.  The campaign combines an inventive mix of high-profile fame activity, underlined by intelligent application of data and format innovations throughout social and digital platforms, to create instant impact.”

The brand was developed by a team of expert women who understand that no two complexions or skin types are the same, and that the care skin needs changes between life stages. Super Facialist has enjoyed significant success since launch in 2012, growing at a rate of over 50% year-on-year at a global level (+15% year-on-year UK IRI last 52 weeks ending 20th March 2021).

Super Facialist, one of Brand Architekts’ leading portfolio of brands, is currently stocked across major retailers including: Boots, Sainsbury’s, Waitrose, Morrisons, Amazon, Ocado, Feel Unique and Boohoo. It is also available from Super Facialist’s own direct-to-consumer channel at

Speaking on the decision to appoint the agencies following a competitive pitch process, Steph Clifford, senior brand manager at Brand Architekts, said: “We were blown away by the creativity that we saw from Squad and Love Sugar Science during the pitch last year. The campaign that we’ve produced together positions Super Facialist completely differently from the traditional skincare competitor set and will accelerate our growth in the UK and internationally.”