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.
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.
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.
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