UpCircle launches debut TV campaign through Sky’s footprint fund
British skincare brand UpCircle is launching its first-ever TV campaign, spotlighting its approach to sustainable beauty.
It comes after the brand won £250,000 of media as part of the 2023 Sky Zero Footprint Fund, a £2 million initiative amplifying brands that are making a positive impact on the planet.
The win has provided UpCircle the opportunity to showcase its innovative approach to beauty: repurposing by-products from other industries into high-quality skincare products.
This approach not only reduces waste but also attempts to challenge the conventional beauty industry to rethink its practices.
The creative tells the story of two of UpCircle's bestsellers, made with the brand's most famous upcycled ingredient, coffee.
The product journey is shown entirely in reverse - starting with application to skin, then the process of it being manufactured, the coffee being collected, and finally the cup of coffee being made.
UpCircle has cast a genuine customer as the lead talent for the advert, alongside members of its own team for "true authenticity".
Anna Brightman, Co-founder at UpCircle, said: "There is no beauty brand doing more than we are, and there are few industries as wasteful as ours. The authenticity and sincerity of this campaign is true to our brand, one thing Sky were big fans of.
"We wanted to immediately engage with our audience, how do we do that? By using one of our very own customers as our lead talent! We’ve been patiently waiting for the right time to air our ad and at long last that time has come. We are so excited to share it with the world and to see it on screens during peak season.
"We are very grateful that Sky has recognised us as a changemaker and offered us this opportunity to have an immense positive impact. This means so much everyone at UpCircle."
The campaign will air across Sky Media channels from 15 September, using Sky’s data to target relevant audiences, channels and content to optimise web visits, sign-up and purchases.
