Beauty device experts CurrentBody.com this week unveiled their first billboard, taking over Europe’s second largest digital screen, situated in Manchester.
The billboard shows a close-up of the retailer’s hugely popular LED Light Therapy Mask, a £349 anti-ageing skincare device that has sold 1000s of units globally since launching in August 2019.
The mask has a huge celebrity fanbase, including Suki Waterhouse, Zara Martin, Nicola Coughlan and Adwoa Aboah, as well as having the seal of approval from YouTube makeup sensation, Wayne Goss, who have all taken to social media to post selfies in their masks. Most recently, the mask was used to prep the skin of A-list actresses Renée Zellweger, Gal Gadot and Kaley Cuoco at Hollywood’s Golden Globes earlier this month, from which the retailer saw a huge surge in searches and sales. The mask, which has won numerous accolades including beauty awards from titles like Cosmopolitan and Woman & Home, is also a consumer favourite, with over 400 reviews on site achieving an average rating of 4.6 out of 5. It works by combining red and near infra-red lights to stimulate new collagen, calm redness and even skin tone, a technique first developed from a discovery by NASA scientists.
The mask is clinically proven to reduce the appearance of wrinkles by 35% in just four weeks.
The timing of the billboard coincides with the launch of the retailer’s #theothermask campaign, which promotes the mask’s status as the go-to beauty product during the last 12 months. With mask wearing becoming part of everyday life there has been a significant rise in facial skin conditions, something CurrentBody has noted from consumer insights and social media posts, particularly those hero NHS staff who have worked tirelessly throughout the pandemic. To recognise this, CurrentBody is gifting front line workers that have been affected to help with their skin as we look to a brighter future. The campaign runs on social media this month.
Co-founder and CEO Laurence Newman comments: “While this past year has undoubtedly brought many challenges with the impact of COVID-19, CurrentBody has seen an increased appetite for consumers wanting to maintain their skincare routines and more recently combat the effects of ‘maskne’ (acne from wearing protective face masks). #theothermask has brought some social media fun but also as a clinically proven aesthetic tool, significant help to many.
Due to our continued growth, we have been in a position to accelerate hiring. I am proud of my team onboarding 30 new employees since lockdown whilst working remotely.” The billboard sits on the junction of Trafford Wharf Road and Victoria Place, a busy thoroughfare that targets visitors to Manchester City Centre, Salford Quays and Media City.
Known as The Manchester Screen, CurrentBody join a list of big-name brands who have seen the huge potential in this stretch of advertising real estate. The billboard will be in place for another four weeks (7th April).
