REBORN

“Foundation failed, life ruined.” “Besties don’t let besties wear the wrong shade.” This is a saying passed down through generations of Thais. More than just beauty advice, it became a form of pressure, forcing people to match their makeup only to their natural skin tone. Especially in Thailand, a country that celebrates diversity and sees the beauty in every skin color, why does the makeup industry still judge foundation choices by traditional norms?

This year, Cute Press took the lead in challenging the standard with My Match Foundation’s 11 shades. Now, your foundation doesn’t have to match your skin tone only, if it matches your heart and your desires. From today, the brand believes makeup shouldn’t be about “right” or “wrong”; it should be about choice, freedom, and self-expression, giving everyone the chance to explore and discover new versions of themselves they’ve never experienced before.

This campaign kicks off with “Reborn” , a film by Wolf BKK and Factory 01. A simple yet powerful short film symbolizing rebirth, which doesn’t mean leaving behind your old self, or rejecting who you are, but celebrating the many versions of yourself that makeup allows you to explore through shades you’ve never tried before, also a new form of self-love. The film closes with Cute Press’s statement for the future of beauty: “Your beauty. Your choice.” This marks only the beginning of the movement, so stay tuned for what’s next.

Credits
Chief Creative Officer : Torsak Chuenprapar
Executive Creative Director : Pathida Akkarajindanon
Senior Art Director : Panupong Putong
Senior Copywriter : Pandarie Somjit
Art Director : Narada Kittikunokorn
Copywriter : Poomrapee Ongardvanish
General Manager : Natdhee Sopondhitipun
Group Communications Director : Sirapa Kanchanasuppawong
Communications Manager : Sawarin Juntaratip
Agency’s Producer : Wissuta Sukksawat
Production Company : Factory01 Co., Ltd.
Director : Wuthisak Anarnkaporn