Recent studies have highlighted the effectiveness of humor as a communication tool. According to Oracle’s The Happiness Report, 91% of consumers prefer brands that incorporate humor, and 90% are more likely to remember funny advertisements. However, despite these impressive statistics, only a few brands fully embrace humor in their marketing strategies. Inspired by this gap, Brazilian skincare brand Mami Wata has launched Bald Face, a campaign that uses creativity and humor to raise awareness about a serious issue: sun protection for bald individuals.
The campaign plays on the curious phenomenon known as the “bald face”—the natural folds on the back of a bald person’s head, which, with a little imagination, resemble facial features. While this visual similarity is often seen as amusing, it highlights a critical health concern: without hair to shield it, the scalp is more vulnerable to the sun’s harmful rays, effectively doubling the exposed area. This significantly increases the risk of sunburn, long-term damage, and even skin cancer.
In a bold and inventive move, Mami Wata is offering a special promotion: two sunscreens for the price of one. The catch? The discount is unlocked by facial recognition technology that detects the so-called “bald face” on the back of the head. This innovative twist on facial recognition—typically used for unlocking phones or verifying identities—is now used to detect a smiling fold on the back of a bald person’s head and activate a health-focused benefit.
Developed in collaboration with Artplan, a leading Brazilian agency, the campaign utilizes machine learning algorithms trained to recognize facial features in unconventional locations. Once a “bald face” is detected, the system automatically triggers the promotion, reinforcing the campaign’s core message: if you’re exposed to twice the sun, you need twice the protection.
The campaign’s launch film creatively highlights the “bald face” effect, featuring bald individuals whose head folds resemble faces with “eyes,” “noses,” and “mouths,” bringing the concept to life in a warm, respectful, and memorable way. The video aims to spark a lighthearted conversation while emphasizing the importance of sun protection.
Prominent bald personalities, including former Olympic swimmer Fernando Scherer (Xuxa) and actor-comedian Toninho Tornado, are also participating in the initiative, sharing their personal messages and experiences on social media to amplify the campaign’s reach.
Rodrigo Almeida, Chief Creative Officer of Artplan, shared his thoughts: "Our challenge was to communicate a serious health issue in a way that felt human and approachable. We believe that humor, when used with care and empathy, can be a bridge to real awareness and change."
Baldness is a widespread issue, affecting millions of people worldwide. According to the World Health Organization (WHO), about 50% of men over the age of 50 experience some degree of hair loss. In Brazil alone, approximately 42 million people are affected. Experts from the Brazilian Society of Dermatology emphasize that failing to protect the scalp properly can increase the risk of developing skin cancer by up to 30%.
Through its Bald Face campaign, Mami Wata combines humor with cutting-edge technology to not only raise awareness but also provide a practical solution for sun protection, helping bald individuals protect their skin while also enjoying a good laugh.
