SAHANA CHOWDHARY
Brand Strategist
The Ask- To create a disruptive campaign that will be an extension of Il Makiage “Makeup for Maximalist” campaign.
Living the Brand
Immersion
In order to immerse into the brand, I started wearing makeup myself by using their products and learned to do make-up the maximalist way.
Key Findings
The brand believes in the ideology that make-up is all about being maximalism and embracing high-maintenance tendencies. Therefore the challenge is to continue with the same tone and brand personality in the follow-up campaign.
Human Centric Exploration
Key Findings
75% Of women prefer the natural makeup look.
Take the only 3-6 amount of steps to apply their daily makeup routine.
BUT NOT EVERYONE IS EMBRACING IT
86% of women work hard to look fresh-faced despite using a host of beauty products and techniques.
Spends335 Hours average time on self-grooming over the course of 12 months.
Invest $300K an average on their face during their lifetime.
BEING A MAXIMALIST IS A KEY TO THEIR BEING.
Spend hours and hours of their time
Follow each and every step
Not let anything get in their way
Source-Mintel, Cosmopolitan
Finding the bright spot
The Challenge Defined
Penetrate into the maximalist audience and appreciate them for their level of commitment and hard work on their make-up
Highlighting the target
Millennial and Gen Z audiences who are committed to their make-up
Striking the gold
Being “superficial” doesn't necessarily mean you’re not willing to work hard
ILLUMINATING THE Message
To a maximalist, every occasion is worth the effort
Building Bridges
Delivering Solutions
Nothing can stop fabulous: not a million steps, not a ton of time, not an unlikely event.
PowerFul Executions
Out of Home Ads
The OOH includes a series of three consecutive Out of Home ads.
It does so by eschewing the standard beauty conventions of fashionable models and high-end photography, and instead of using bold headlines and humorous steps that are “simple” only to maximalists."
For full view read the Ads here
Ad placements in strategic locations
Interactive Ad
An accordion style makeup tutorial booklet of simple tips for maximalists.
Nestled within a women’s fashion magazine, the accordion style booklet will open into a lengthy booklet, with the exaggerated steps it takes for maximalists to apply their makeup.
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Digital
The two- hour long video will be streaming live on YouTube by maximalist influencers.
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Creating an impact
Foster the community of makeup maximalists.
Embrace and give recognition to makeup users who show commitment to the act of putting on makeup
(An integrated Marketing communications campaign for "Young Ones" client pitch to IL Makiage in 2019. This campaign was chosen as one of the finalists for the client pitch)
Team Members:
Sahana Chowdhary- Brand Strategist
Sara Ledra- Creative Brand Strategist
Natalie Alcide- Art Direction
Amera Lulu- Creative Head
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