How my ‘bad skin days’ inspired our latest ad campaign


September marks the start of a new marketing campaign we have been perspiring above (no air conditioning!) throughout the Summer months.

If you live in London it will be gracing your tube carriages from right now and we’ll be ‘popping-up’ with it also.

I’m particularly happy of this marketing campaign since it carries a easy but critical information that, over all, is gripped in a pores and skin truth that you rarely see.

Its message is deeply own – and conveys my possess activities of residing with erratic skin and how rubbish it can make you sense. Some things are ideal spoken from the coronary heart.

As this sort of it experienced to be reliable in each individual aspect, so we wanted to obtain a model with real-lifestyle rosacea to front the campaign. Much easier mentioned than done…

We have often experienced a stringent no retouching coverage at Pai and this job was no exception – We searched high and reduced for Hellana as it was critical to me that we work with a design with true skin difficulties and that their skin was shown in its real point out (and frankly, beauty).

Discovering Hellana took some undertaking – Quite a few styles put ahead did not want to lay their skin difficulties bare to the digicam (or globe!) – which proved to us just why this campaign is so vital.

In the course of our shoot, we dug a little further and requested Hellana about her pores and skin problems, starting with when she developed Rosacea two a long time ago, to how she manages her pores and skin now.

“Growing up, for the reason that my mum experienced Rosacea, I virtually experienced a phobia about it. Not too long ago I had a flare-up whilst on a shoot and I was actually apprehensive. There is not a great deal you can do and certainly in my position it really issues how I glance and how my pores and skin appears to be like.

It received me considering, oh no if this retains happening in the upcoming, I’m not going to be ready to design, what’s going to happen to me? Truly even though, all they had to do was put additional make-up on me! I come to feel like far more and far more persons are coming forward and saying that they have pores and skin considerations, it seems to be a lot extra typical than I realised.”


Discovering the proper items and substances that your pores and skin responds fortunately to can be a revelation and existence-switching. Currently being in a position to manual our consumers through these skin journeys to a issue of enlightenment has been one particular of the most fulfilling parts of developing Pai.

This September, we’re growing our Pai group but in a additional intimate way. That indicates offering our consumers an option to join, chat to us and check out our goods in individual.

Cue…our Joyful Pores and skin Pop-up at Detox Kitchen in Fitzrovia from September 9th-15th.

We’ll be providing 30-moment a person-to-1 pores and skin consultations with our delicate pores and skin industry experts as effectively as a complete timetable of panel talks and functions (see the line-up below).

For those that just can’t arrive at our pop-up, we offer no cost 30-moment phone consultations, bookable on the web. Our prospects are now loving them, so we have manufactured even extra slots readily available.

Here’s what a single client had to say about her session with a person of our sensitive skin coaches Katya –

“She listened to my concerns… was infinitely patient and I was still left with the experience that she definitely cared about my concerns, not just products and solutions. I would say it was a extra holistic approach than I’ve experienced ahead of.”

With September’s inescapable new (university) yr feeling in the air, it is the fantastic time to consider motion if you have been struggling with your skin for a whilst. We’re right here to assist put you back again in the driving seat.

Hope to see you there.

Sarah x

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