What really stands out to us at Content Collectiv is that Kruidvat isn’t simply running a single campaign across as many channels as possible. Each component serves its own purpose. The commercial introduces the topic to a broad audience, the series featuring Diva Brons provides an opportunity for deeper exploration, and through creators, the story takes on different perspectives and personal experiences.

It is precisely this approach by creators that aligns well with the topic. If your campaign revolves around the idea that there is no single standard of beauty, you want that to be reflected in the people telling the story. So the creators not only help expand the campaign’s reach, but also reinforce its message through their diverse styles and beauty routines.

That’s where the interesting marketing choice lies for us. Kruidvat sells beauty products and, at the same time, joins the conversation about the influence the beauty industry and social media can have on our perception of beauty. That could easily have felt contradictory. But by linking the campaign to “All the Beauties of the Netherlands” , Kruidvat actually further establishes itself as a beauty brand that doesn’t center on a single ideal of beauty, but one that embraces diverse styles, looks, and ideas about what constitutes beauty.