UK & US autumn campaign
Roll on diva drama. That’s what I kept thinking when I was first briefed for this Autumn campaign that featured across all UK and US stores (window and in-store), UK and US homepages & emails, press and events. With a strong focus on the catwalk and makeup trends for Autumn / Winter - featuring strong, dark lips & eyes teamed with bigger-than-ever hair and a dramatic nudge to the gothic and naughty - I wanted to give customers maximum confidence to play with different looks and be brave, daring them to untap the glamour and diva that lives within and strike some serious statement.
I created the strapline ‘Unleash the Glamour Within’ with four taglines on how to get the look: ‘Hypnotic Eyes’ ‘Statement Lips’ ‘Spotlight Skin’ ‘Immaculate Nails’. In-store focused on four hair trends, I wanted to tease customers into making the looks their own so led this copy with ‘Four Runway Trends… Endless Possibilities’. In addition I developed a secondary window campaign to promote Shu Uemura’s new Ultimate Lash Mascara running alongside ‘Unleash the Glamour Within’ with the tagline ‘Discover the Art of Captivation’.