got a comic series designed as part of poof’s content marketing efforts. poof comics aim to personify the very things skincare advertising usually tells us to hate. pimples become characters — funny, awkward, annoying, lovable and very much part of life. by turning everyday skin concerns into entertainment rather than problems to solve, the series aim to give poof's acne-neutral philosophy a voice without turning every piece of content into an ad.

the concept: turn the things people are taught to dislike about their skin into characters they can like. pimples, pores, bumps and body acne aren't depicted as problems that need to be defeated. they're given personalities, relationships, conversations, insecurities and little lives of their own. one wants “to be seen,” another gets comfortable under someone's lip, others hold a meeting in someone's armpit.

if you want people to have a less hostile relationship with their skin, stop talking about their skin like the enemy.

the execution: the product barely needs to appear. the content earns attention because it's funny and relatable first; its connection to Poof comes from the worldview. the humour is doing strategic work. acne positivity can very easily become earnest, inspirational or preachy. these comics avoid that. they're silly, occasionally inappropriate, culturally observant - like the wedding-season one.