HONG KONG – In a world where digital retouching is the norm, OLAY and Grey Hong Kong have decided to go analog with their latest campaign, 28 Frames Later. The campaign dials back the digital noise and zooms in on what really matters: real skin, real results, and real proof.
The campaign puts OLAY’s Advanced Light-Perfecting Essence under a raw spotlight with no filters, no beauty lights and no edits. Instead, participants are handed a disposable film camera that’s custom designed to capture exactly 28 unretouched frames, echoing the 28 day transformation promise of the product.
“The whole idea came from what we’re seeing in beauty today, where consumers are moving away from heavy makeup and embracing a glowy, natural look. We turned to something imperfect and unedited—a simple, one-use film roll camera,” said Joe Yue, Creative Partner at Grey Hong Kong
The campaign taps into a growing truth: people want proof, not promises. With conversations shifting toward authenticity, the brand chose to let the product speak for itself. A branded OLAY photobooth at Mannings in Causeway Bay lets consumers capture their transformation instantly and print the pictures with a reward for participation.
“This campaign was about making beauty feel honest again. We’ve seen too many claims propped up by soft lighting and editing. We wanted to do the opposite—show confidence through proof,” said Duffy Lau, Managing Director at Grey Hong Kong.
To launch, Olay sent special-edition film cameras and products to 100 KOLS and KOCS, inviting them to document 28 days of real skin and join the challenge.
