Cute Press and Wolf BKK launch the Judge-Free Foundation Badge to end shade shaming in beauty
Cute Press and Wolf BKK set a new beauty standard with the Judge-Free Foundation Badge, offering everyone the freedom to pick any foundation shade without fear of judgment.
In Thailand, where diversity is widely embraced, however, bullying over picking the wrong foundation shade through phrases like ‘Foundation failed, life ruined’ or ‘Besties don’t let besties wear the wrong shade’ still exists, as society continues to judge foundation choices based on the norm that it must match the skin tone only.
Today, Cute Press wants to set a new standard in the beauty industry, similar to Cruelty-Free, Alcohol-Free, or Coral-Safe, that builds consumer trust and confidence. Now, Cute Press introduces another standard for choosing foundation, where no one is judged, whether they choose a shade that matches their skin or not.
With the “Judge-Free Foundation Badge,” the brand sets a new standard for the beauty industry and for foundation: the belief that no one should be judged for the shade they choose, whether lighter, darker, or matching their skin. Designed as a finger-over-lips symbol to “shh” the judgment, the badge is proudly placed on every bottle of My Match Foundation and can be found across stores nationwide, where BAs guide customers without judgment. The badge is also available for other brands to adopt as a standard, with the ultimate goal of growing the movement and creating a real, industry-wide impact.
The “Judge-Free Foundation Badge” is part of the ‘End of the Skin-Tone Matching Foundation’ movement, which began with the film ‘Reborn’. This campaign is not just a brand statement but also a tangible action, a commitment to creating and expanding a beauty space where everyone feels free to step out of their comfort zone. Foundation is no longer a rule to follow but a blank canvas to explore endless colors and new expressions of self.
Credits
Brand: Cute Press
Agency: Wolf BKK, Thailand
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
