Kao Brands is launching an online push for its Biore skincare line. The campaign, by digital agency Holler, is aimed at women in their 20s and has the tagline 'Dirty little secret'.
The work will include a five-part podcast available free via iTunes, which it claims is a first for a beauty brand. Each episode features a female character revealing her 'dirty' secrets.
The web campaign will also include a dedicated microsite and Twitter feed.
The activity launches later this month and will be accompanied by in-store promotions in retailers including Boots, Sainsbury's and Superdrug.
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