For Garnier’s collaboration with Wicked, we positioned Micellar Cleansing Water at the centre of a major cultural moment — without losing focus on product performance.
Built around the promise “make-up gone for good,” the campaign reimagined removal as modern magic, inspired by themes of duality and transformation.
Rolling out across OOH, digital and social, the work translated cinematic energy into bold, benefit-led beauty assets designed to drive both brand heat and product credibility.
Film collaborations in beauty often lean heavily into costume and fantasy. The challenge was to honour the spirit of Wicked without losing sight of Micellar’s core benefit: powerful, gentle removal.
We needed to create work that felt culturally relevant and visually striking — but unmistakably Garnier. Product truth had to remain the hero.
At its core, Wicked is a story of transformation and duality.
Micellar is also about transformation; not adding, but removing. The emotional shift from bold, dramatic make-up to clean, fresh skin mirrors the narrative arc of reinvention.
Instead of replicating characters, we anchored the campaign in the magic of visible removal, turning a functional benefit into a cultural moment.
“Works Like Magic.”
Micellar became the ultimate backstage hero; effortlessly removing even bold, high-impact looks.
The creative used heightened colour, contrast and subtle nods to the Wicked world to create striking visuals that felt cinematic yet modern. The result was a premium, product-led campaign that balanced cultural relevance with clear, benefit-driven messaging.
OOH placements amplified the impact, ensuring the work felt bold and unmissable within urban environments.
The campaign rolled out across digital, social and high-impact outdoor placements, reinforcing Micellar’s performance credentials at scale.
