True to beauty

In 2023, the 60-year-old natural cosmetics brand Ilcsi launched a B2C rebranding campaign aimed at its core demographic of women aged 30-45 as well as Generation Z. Highlighting the brand's generational expertise and authentic, plant-based ingredients, the campaign's online film featured four women with distinct skin types shown naturally and without heavy editing. Each face was paired with the specific natural ingredients—such as herbs, fruits, and flowers—used in Ilcsi products to treat their unique skin conditions.