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.
Role: Creative Director
Deliverables: Campaign Concept, Narrative Structure, Copy & Comms
Focus: Email, Web, Paid Social, Editorial
Result: Emotional resonance, strong CTR, redefined tone for the post-pandemic consumer.
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 Message — transformation beyond application.
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.
