The Great Reawakening

How  we turned post-lockdown liberation into beauty's comeback moment

  • Create a campaign that would capture the zeitgeist of post-lockdown beauty—when makeup wasn't just about looking good, but about rediscovering joy, identity, and human connection.

  • After months behind screens, people weren't just ready to wear makeup again—they were ready to rediscover themselves. This wasn't a return to normal; it was a renaissance of personal expression.

  • Position makeup as the ultimate tool of self-rediscovery, creating a campaign that celebrated the pure joy of getting ready to be seen again.

  • Dream team assembly:
    • Photography: Brett Russell
    • Makeup: Dolli Okoriko
    • Hair: Terri Capon
    • Styling: In-house creative
    • Art Direction: Cult Beauty Creative

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THE MOMENT

We captured the essence of: Summer's first sunshine • Long-awaited friend reunions • Return of IRL dating • Outdoor freedom • Beauty rediscovery

Identity reawakening

WHY IT WORKED

Success came from understanding: Timing is everything • Joy drives conversion • Expression sells products • Hope creates desire • Community craves connection

The Delight Factor

By capturing the pure joy of getting ready to be seen again, we turned a beauty campaign into a celebration of human connection. Sometimes the best moments happen before you even leave the house.

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