Shout it from the mountain top.

Giving back to our community is important to us, no matter where in the world we are. So to prepare for the publication of our new research on the importance of year-round skin care, we took our mission to #rethinkbeautiful to Magic Mountain in Londonderry, Vermont. We officially renamed their "Red Chair" the "Love Chair" for the day, and canvassed the mountain with bright and inspiring posters, turning it into our own special winter wonderland.

While our booth at the base of the ski area was stocked with postcards, we put our mailbox at the summit, letting the scenic trip to the top be a source of inspiration for riders as they wrote letters of encouragement to themselves. Everyone we met enjoyed every minute of the day, and we were humbled to see the positive effects as they aimed higher.

Directed & Produced by PRMRY.co

Exec. Creative Director: Will Mayer

Cinematographer: Joe Miller

Cam Op: Duncan Sullivan

Editor: Nicholas Andersh

Color / Music / Mix: PRMRY