INSIGHT :

You’d have to live on Mars to miss the global impact the #metoo (and subsequent #timesup)
movement has had on every social fabric of our society: from the school class room to the board rooms of Wall Street.

CHALLENGE :

As both feminine and feminist cultural leaders have driven home, this social revolution isn’t about creating a “victim culture”, but quite the opposite: female empowerment and the elevation of women’s voices across every facet of our society.

OPPORTUNITY :

There’s no bolder, more immediately tangible statement about a woman’s personality than her make up:
it reflects how she feels about herself (that day), and vitally, how she wants the world to see her.

No make up brand has capitalized on the inherent connection between individualism,
authenticity and make up as provocatively as our proposed new campaign.

If fully embraced across your owned/earned/paid media, it promises to be elevated to a genuine movement for your brand:

#notmadeup