IT Cosmetics is a cosmetic company and skincare brand that was developed with dermatologists to help solve problem skin while also doubling as makeup.
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ACD at The Brooklyn Brothers
Lead all creative from conception to completion
Photography by Sabine Villiard
Video by Sabine Villiard
Product and social photography by Tom Medvedich -
360 campaign strategy
Tagline/positioning
Campaign identity
Print/web ads
Video + print photoshoot
OOH
In-store signage for Sephora and Ultra
Social videos
Full calendar year of social posts
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Photography - Sabine Villiard
Video Director - Brooke Nipar
Producer - Ilana Galang & Lauren Weitz
Copy - Erin Spector
Account Manager - Kaitlin Struble
Makeup - Charlotte Day
Hair - Bok Hee
The Challenge
Create IT Cosmetics first global advertising campaign. Recently purchased by L'Oréal the brand to-date had only utilized social for its marketing and awareness, and needed a campaign to launch globally in Sephora’s and Ulta’s. Targeted towards people with ‘problem skin’ it was important to strike the right tone between wanting to use coverup but also feeling confident in your natural skin.
The Creative
One of client mandatories was ‘before’ and ‘after’ imagery (to showcase efficacy). Labeling the ‘before’ shots as ‘real’ and ‘after shots’ as ‘still real’ tonally shifted the campaign into a more of a self empowered space. My partner and I came up with the tagline “Believe IT”; a play on the brand name and also the product’s efficacy. All models were ‘real women’ (ie street cast) and all quotes used were taken directly from them. Absolutely no retouching was used on before or after imagery - keeping the entire campaign fully ‘real.’
