Beauty Pie - No Catch
Creative Direction, Brand Strategy, Art Direction, Motion, Social.
Breaking with traditional
beauty norms
Beauty Pie’s first ATL campaign since its launch; based on consumer research that the concept of a value-led beauty buyers club was too good to be true and as a result they were wary of the brand proposition.
Known for challenging traditional beauty norms, it was a product-led creative that departed from conventional beauty advertisements that promise unattainable perfection. Instead, aiming to connect with consumers by presenting an authentic and relatable depiction of quality products at affordable prices.