Beauty & Fashion
Products and services focused on beauty. Includes cosmetics, fragrances, hair products, nail products, etc.; beauty services such as salons, spas, etc.
First in Russia reality-show about makeup - "Makeupers" with L'Oreal Paris
L’Oreal Paris had two key challenges: change perception with youth and create buzz around brand. Makeup is one of the main component in beauty routine. They like experiments, look for inspiration from everywhere, but needed information was available in internet only. We partnered with Pyatnitsa and created 1st reality show on TV – “Makeupers”. Integration was seamless and natural, brand shone through in all aspects of the show: Only L’Oreal Paris products >100 unique make-up looks Brand ambassadors took leading roles in the program “Makeupers” exceeded dabble-digit growth of: Proximity Intention to buy Recommendations References and brand discussions on the Internet
Brand: L'Oreal Paris
Client: L'Oreal CJSC
Agency: Zenith Russia
Language: English, Russian
I Am What I Make Up
In 2017, COVERGIRL had to modernize itself in the face of constant new news from niche and prestige brands. So we did something unprecedented: we changed beauty's most memorable tagline. COVERGIRL's new line, I Am What I Make Up, was an important update to "Easy, Breezy, Beautiful." It reframed prescriptive understandings of makeup and celebrated it as an act of self-expression. This brought about a cultural reappraisal, with COVERGIRL at the helm, and resulted in double-digit sales growth and increased market share for the brand.