creative strategist
Role: Strategy, Art Direction, Copywriting
Awards: Hatch - Silver Student Campaign and Single Entry
The Insight:Society’s focus on unrealistic beauty standards is causing young girls to lose out on their childhood. By 10 she’s wishing for a smaller nose and less wrinkles. By 12 she’s wasted four years of her life focused on her face, and lacks any self confidence.
The Idea: Girls don’t need to fix what isn’t broken, they need to learn their beauty from within. Because the most powerful thing a girl can put on her face is nothing at all. Don’t buy the lie that you need every new skincare product. Don’t buy the lie that you need to fix your natural smile lines. Don’t buy the lie that you need to change yourself.
Phase 1:
To draw awareness to this alarming skincare craze among young girls, Sephora will post social videos that tell them: “Don’t buy from us. Even if it hurts our business. #ComeClean with Sephora.”
Phase 2: To face the problem head on, Sephora’s OOH and social media will boldy tell consumers to think twice about beauty standards and the products they purchase.
Phase 3: In-store displays directly speak to both parents and young girls, and provide a direct way to speak to potential consumers in the moment.
Phase 3: A Sephora role model, such as @Glowwithava on Instagram, will promote healthy beauty product consumption outside Sephora stores to educate parents on the harms of using skincare products before they are needed and uplift tweens to see their own natural beauty.