AUCKLAND, Today: essano has rolled out Full Disclosure, a new campaign made entirely in Aotearoa, spotlighting its push for straight-up transparency in skincare and storytelling.
Fronted by Anika Moa, the platform signals a long-term shift focused on proven results, accessibility, and honesty, while intentionally keeping creative and production local.
“essano is a radically honest beauty brand. They openly challenge industry norms built on jargon, exaggerated claims and unrealistic beauty ideals, so when they asked me to be involved, it was a quick yes from me,” says Anika.
Created by Bastion Aotearoa and produced by Wellington’s RDSTDY, the work features only New Zealand talent across two films plus digital and street placements.
Real friends and siblings appear instead of traditional casting, with contributors helping shape scripts so scenes reflect genuine conversations and lived experiences.
Producing locally reflects essano’s belief in Aotearoa’s creative strength and its ability to deliver world-class work.
“essano is a radically honest beauty brand. They openly challenge industry norms built on jargon, exaggerated claims and unrealistic beauty ideals, so when they asked me to be involved, it was a quick yes from me.” – Anika Moa
“This campaign was always about authenticity, and that starts with who you work with,” says Matt Slattery, Director of essano at Vitality Brands.
“We’re a New Zealand-born brand, and producing Full Disclosure here allowed us to collaborate with local agencies, local crews, and showcase real Kiwi relationships. At the same time, it reinforces our commitment to proven performance.
“Transparency and efficacy are commercial imperatives in today’s beauty market. We don’t just say our products work, we prove it. If they don’t deliver results, they simply don’t make the cut,” says Slattery.
At its core, the campaign reflects essano’s view that effective skincare should be accessible to everyone. Formulas combine next-gen ingredients with clinical testing on finished products, ensuring proven results without luxury price tags.
That local commitment extends beyond marketing, with almost all essano products developed and made at its South Auckland facility.
Designed as a flexible long-term platform, Full Disclosure gives essano room to stretch creatively across channels and markets while continuing to back New Zealand’s creative sector.
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