Dr.Jart+’s latest boundary-breaking campaign takes an eye-catching approach, placing their new GWP reusable eye masks on iconic statues, landmarks and everyday scenarios across London. Showcasing a mix of CGI and live-action creativity, this playful campaign highlights how skincare can be both effective and fun, whilst encouraging consumers to see beauty as part of everyday life and culture.
London’s dynamic and creative identity was chosen as the perfect backdrop to bring the campaign to life, reflecting the capital’s role as a global hub for innovation and creativity. By merging art and beauty – aligned to Dr.Jart+’s brand DNA – the brand aims to spark conversations about how self-care fits into modern lifestyles.
This campaign also draws inspiration from South Korea’s skincare philosophy, where self-care is normalised and celebrated rather than stigmatised. In Korea, skincare routines focus on addressing root issues rather than concealing them, making wearing sheet masks or eye patches in public culturally accepted. Dr.Jart+ translates this ethos to a global stage, inviting consumers to proudly embrace skincare as part of their daily lives.
Dr.Jart+ promised that its latest offering would be nothing short of revolutionary. Infused with Blumilight™, a groundbreaking ingredient derived from cocoa seed extract, the brand boldly asserted that this formula would moisturise, fortify, and rejuvenate the delicate under-eye area. With ceramides and panthenol working alongside this newly hailed miracle compound, the cream reduced fine lines, tackled puffiness, and left skin makeup-ready in mere seconds.
The Blumilight™ Buzz
Dr Christine Hall, GMC registered General Practitioner in medical aesthetics, explains, “Blumilight™ is the new hot ingredient that has been shown to increase collagen levels in the skin. This could be the ingredient to watch in 2025!” Dr Jart+ explained that 100% of users experienced a moisture boost after a single use.
The Experience
The texture of the cream was luxurious—a rich, buttery formula that absorbed quickly without leaving a greasy residue. It worked well under makeup, making it a tempting choice for those looking to combat dry, tired under-eyes. Dr.Jart+ recommended pairing the cream with 100% silicone reusable eye patches.
