This campaign highlights the emotional transition people go through when battling skin problems. The focus isn't so much on the product features but more on the emotion triumph you experience when you are free from skin problems. With a very saturated market like skin care the emotional appeal is more likely to gain the desired response.
The fight from within. Having skin problems is something that millions of people struggle with each year. Acropass, like many psychological trials, works on the skin from the inside out to reveal whats truly on the surface. The tagline "Deeper Than Surface Level" refers the mental and physical battles going on when an individual is experiencing skin problems. Like all great things... what's on the surface should just be a preview of what's underneath.