By many markers, this seems to be a typical magnificence advert. Mannequin Cara Delevingne, wearing a silver robe, invitations viewers to “attempt one thing new” as she holds up a transparent bottle in a cloud of mist.

In truth, it is a business from European vitality firm Vattenfall, which makes use of the aspirational qualities of magnificence advertising to tell the general public concerning the potentialities of fossil-free hydrogen. Created by company Nord DDB, the marketing campaign faucets into the star energy of Delevingne to focus on a course of that produces wastewater “clear sufficient to place in your face.”

Delevingne begins the dialog by touting the advantages of an “Industrial Emissions Face Mist,” which resembles a skincare product however is “made with emissions from fossil-free hydrogen.” Utilizing many clichés of an ordinary magnificence advert–Delevingne speaks in a low voice whereas shifting by a mystical setting–the spot explains that the “secret” behind the face mist is that its key ingredient of fossil-fuel hydrogen emits water as an alternative of carbon dioxide, can assist scale back carbon emissions and “revolutionize how we energy total industries.”

Sustainable potentialities

The face mist is an actual product that Vattenfall despatched to journalists and raffled off to the general public, however it’s not supposed for business use. Partnering with Swedish magnificence firm c/o Gerd, Vattenfall made the product from precise industrial emissions sourced from a metal manufacturing facility that makes use of fossil-fuel hydrogen as a gas. The mist is vegan and cruelty free, with packaging created from 100% recycled plastic.

Because the gas emits water as a waste product, it’s protected sufficient to place in your face, in accordance with Vattenfall–therefore the concept to create a magnificence product. The corporate enlisted Delevingne since she has beforehand spoken out on local weather points.

“Working with Vattenfall has allowed me to see firsthand how this gas works and the way it can remodel total industries,” Delevingne stated in an announcement. “I’m thrilled to be a part of this challenge and lift consciousness about an initiative that demonstrates the large potential of fossil-free hydrogen in changing fossil fuels. If it takes making use of the emissions on my face to unfold this message, I’m prepared to do it.”