HOW do you sell beauty when no one’s been wearing it? We positioned the return to makeup as a return to self. Not just a surface-level glow-up, but a deeper reconnection to play, identity, and post-lockdown optimism.
The insight — Rediscovery through beauty.
We weren’t returning to old routines—we were reawakening. This campaign captured the moment where putting on mascara or lipstick felt like re-entering the world, emotionally and physically.
The narrative centred around emotional benefits—confidence, joy, anticipation—not just product claims. It felt like summer, felt like freedom, and invited every viewer to feel it for themselves.
what we did is create a culturally resonant narrative strategy. Reframing beauty as emotional reconnection and directed a tone of voice shift post-pandemic. This anchored the campaign in a moment, beyond just makeup.
