This year we have been working with more beauty brands than ever. So as the year comes to a close, we thought we would showcase some of our favourite beauty campaigns from 2017.
THE TOP HITS
We’re talking about the campaigns that were trending on social and talked about everywhere, not just in the beauty world.
Firmly at the top of that list is Rihanna’s Fenty Beauty launch. Not only does the range feature 40 shades, the launch campaign featured the most diverse cast the beauty industry has seen in a long time.
CELEBRATING GENDER FLUIDITY AND NON-BINARY
In 2017 more brands joined the inclusive group promoting gender fluidity and diversity and featuring non-binary models.
A standout campaign was Illamasqua’s Merr
y Xmas Christmas Without Chromosomes Campaign with its human-up tagline. It promises an antidote to the tradition Christmas campaign and explores pre-conceived expectations of beauty.
But Illamasqua is not alone. Charlotte Tilbury released their first Unisex product and Guerlain released LUI, the “perfume for a new gender order”.
Another campaign we loved here at Ready was Milk Makeup’s #BlurtheLines campaign. It features seven models who all blur the gender lines on some level.
Our standout natural products campaign of 2017 was Burt’s Bees’ “I Am Not Synthetic” campaign.
Designed by Mcgarrybowen, the campaign features women being empowered by the products and the natural ingredients.
CELEBRATING REAL BEAUTY
There have been a few campaigns this year concentrating on real beauty and makeup shaming.
One of our favourites was the Sleek Makeup Manifesto with the tagline “My face. My rules.” The campaign launched around an issue that has been increasing recently: makeup shaming.
Whether it is telling someone they are wearing too much foundation or saying that makeup is only for a certain section of society, My Face. My Rules is Sleek MakeUP’s way of standing up for everyone’s right to define their own beauty.
Meanwhile Dermablend’s #BeautifulBeautiful campaign was inspired by the popular “before and after” photos often seen in the cosmetics industry.
TECH FOR THE WIN
We absolutely loved the idea of the Rituals in-store VR experience. They offered consumers the opportunity to virtually visit a Moroccan hammam whilst shopping in-store.
Shoppers were able to watch a VR video of the hammam whilst receiving a massage to help them fully immerse themselves in the experience.
The VR campaign marked the relaunch of the brand’s Ritual of Hammam collection and this was the first time a lifestyle brand has used VR technology in-store.
Since then, NYX has unveiled an in-store VR experience allowing consumers to watch makeup tutorials by three different beauty vloggers.
TALK OF THE OFFICE
There were two main campaigns that got everyone in the office talking.
Our Directors Jake and Shane are passionate about travel and aviation, so when The White Company partnered with British Airways providing their bedding and amenity kits to Club World travellers, there was a lot of office chat.
The bedding included an elegant day cushion, a soft white pillow in a white cotton pillowcase, a woven day blanket, a luxurious duvet and a padded mattress topper. Club World members also received a White Company amenity kit with products from their restore and relax range.
Another campaign that got our attention was when Sephora created beauty tips and classes for cancer patients. Their ‘Brave Beauty in the Face of Cancer’ classes were free in stores across the U.S., for men and women whose skin and hair have been affected by cancer.