Makeup for high maitenance.
The ask was to launch a new beauty brand in New York City. In a time where no effort was all the rage, we said to hell with low maintenance. Sometimes I want to spend an hour on my makeup!
The campaign was a major success, with Il Makiage being the fastest-growing online US beauty brand in 2020. The work set a strong foundation and brand narrative which was shown in 2023 when the parent company IPOed, exceeding expectations with a company valuation of $2 billion.
“I’d never be caught dead in Times Square”
We launched a sassy teaser campaign in the neighborhoods where the “no makeup makeup” brands were thriving.
“Watch the gap between my standards, and yours.”
More is
More is
Responsibilities:
Pitch work
Lead Art Direction
Lead Design
Copywriting
Production
Post-production
Photographer:
Team:
Fede Garcia (ECD), Julie Rutigliano (CD Copy), Jae Who (Junior AD), Rachel Landau (Junior Copy)
Recognitions:
The One Show, Clios Short List, Lurzer’s Archive