Hazeline – 3X Brighter, No Filter Needed

For the first time, Hazeline launched a premium body wash infused with Glutathione – a skincare-favorite ingredient rarely seen in shower products – combined with yogurt and floral extracts.

The goal was to refresh Hazeline’s brand image with a younger, more vibrant look while emphasizing its powerful brightening effect.

The campaign puts a positive twist on the concept of “filters,” using it as a playful metaphor to highlight the product’s 3X tone-up power. With Puka as the face of the campaign, the creative direction blends bold color blocks and TikTok-inspired transitions, encouraging users to confidently show their real glow — filter-free.