Concrete

Beautyblender

A Category Creator Makes a Foundational Change

Beautyblender

Challenge

Beautyblender, a category creator and the world’s most beloved makeup tool, planned to launch a foundation line, its first product launch in 17 years. In a post-Fenty 40-shade-world, many big-time brands were launching or relaunching their foundation lines at the same time. Concrete was tasked to create a campaign as iconic as the master brand, that would stand out in this hyper-competitive marketplace.

Insight

As the go-to foundation sponge applicator, beautyblender’s ability to create highly precise and flawless makeup application gave the brand invaluable credibility in this category. Highlighting the connection between this authority and the foundation line was paramount. Also, in the emerging climate of inclusivity, it was vital to feature a diverse range of faces, genders and body types. This was even more relevant for the brand as the founder, Rea Ann Silva, is a woman of color herself.

Results

Concrete created the Power Couple campaign, that strategically aligns Bounce Liquid Whip Long Wear Foundation as an inevitable partner to the iconic beautyblender sponge. Finally, the sponge has met its foundation match. Given the technical and precise nature of the beautyblender foundation system, Concrete created a tech optimist look-and-feel, contrary to what many makeup companies portray in this space. Gradients of color allowed for the depiction of a wide shade range of foundation shades, while still leveraging the beautyblender signature pink. The photography was shot in a heroic fashion – icon meets new icon.

Services
  • Campaign Concept & Identity / 
  • Art Direction / 
  • Photography & Video / 
  • Copy Writing / 
  • Marketing Collateral and Packaging / 
  • Experiential / 
  • Influencer Campaign
THE LAUNCH VIDEO

All campaign elements came together in the campaign launch video. The near 1,000,000 views created hype and buzz for the new line. 

INFLUENCER GIFTING
Building the World’s Biggest beautyblender

Influencers have a huge impact on sales in the beauty industry. With brands vying for this critical audience’s attention, it was crucial to create a package that could not be ignored.

Concrete created a giant 3-foot-tall beautyblender that was hand delivered to 500 influencers around the world. The giant beautyblender housed a handmade two-tiered circular box holding all 32 foundation shades and a customized lookbook.

The response was overwhelming with nearly a 100% response rate and social media posts from the likes of Kim Kardashian and makeup celebrity Jeffree Star.

INFLUENCER GIFTING
Building the World’s Biggest beautyblender

Influencers have a huge impact on sales in the beauty industry. With brands vying for this critical audience’s attention, it was crucial to create a package that could not be ignored.

Concrete created a giant 3-foot-tall beautyblender that was hand delivered to 500 influencers around the world. The giant beautyblender housed a handmade two-tiered circular box holding all 32 foundation shades and a customized lookbook.

The response was overwhelming with nearly a 100% response rate and social media posts from the likes of Kim Kardashian and makeup celebrity Jeffree Star.

THE SHOOT
40 Models, 32 Shades, 4 Sets, 1 Week

Concrete produced one of the biggest productions New York’s Pier 59 had ever witnessed – 4 sets, 5 days, 40 models.

THE SHOOT
40 Models, 32 Shades, 4 Sets, 1 Week

Concrete produced one of the biggest productions New York’s Pier 59 had ever witnessed – 4 sets, 5 days, 40 models.

BODEGA POP-UP
BB Variety Opens in Manhattan

For the New York launch, we wanted to create a quintessential New York experience, inspired by bodegas and corner variety stores.

Concrete created beautyblender’s first experiential space, a pop-up store where customers would be the first to test and buy Bounce Foundation, purchase limited-edition merchandise, and interact with the brand first hand.

The iconic pink beacon drew thousands of fans to the shop over the span of three days. The concept went on to travel to Sephora launches in cities across North America.