Rewriting Beauty’s Rules
How we launched beauty's first truly Afropolitan brand and won a CLIO
-
Launch a beauty brand that would redefine inclusivity in an industry where diversity often feels like an afterthought. Our mission? Create a campaign that celebrated authentic representation while establishing UOMA as a serious player in global beauty.
-
True inclusivity isn't just about shade ranges—it's about cultural understanding, celebration, and joy. By returning to Sharon Chuter's birthplace of Lagos, we could create something that went beyond traditional beauty campaign territories into genuine cultural storytelling.
-
Create the first truly Afropolitan beauty campaign, weaving together local talent with global diaspora to showcase diversity as it really is: a tapestry of colour, rhythm, and joy.
Shot in Lagos, capturing authentic energy and spirit
Cast locally and from global diaspora
Celebrated diversity beyond shade range
Created a new visual language for inclusive beauty
Built a brand world where unity meets creativity
THE DREAM TEAM
• Photography: Nadine Ijewere
• Direction: Meji Alabi
• Styling: Nathan Klein
• Location: Lagos, Nigeria
• Talent: Local and diaspora models
• Creative Direction: Spring Studios
-
We created:
• Groundbreaking launch campaign
• Complete brand identity
• Visual guidelines
• Print collateral
• Digital assets
• Retail experience
THE IMPACT
The numbers spoke volumes: Half a billion organic impressions in first 3 months • CLIO Award winner • Global press coverage • Retail placement in premium locations • Industry benchmark for inclusive launches
“An electrifying campaign… the very definition of diversity”
The headlines
“UOMA Beauty is showing how to launch a brand in 2019”
“The brand making inclusivity the new normal”
“Half a billion organic impressions in first 3 months”
