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essence cosmetics 
pride campaign

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essence cosmetics wanted to engage and support its LGBTQ+ audience with a Pride campaign that could run 365 days a year. 

I helped create a unique strategic platform titled "I Define Me. We Define We," which empowered individuals to celebrate self-discovery and self-expression. 

The primary headline "We Makeup The Rules" embodies the ethos that when we share our authentic selves with the world, we give others the confidence to do the same. This is reinforced by the tag line: "Shine. Sparkle. Define. You."

I also contributed to a series of thought-starters for ways to engage influencers

The campaign came to life on social media, and subsequent backlash from anti-LGBTQ+ individuals prompted a need for an additional brand statement post, which I crafted to reaffirm the brand's stance and its support for its LGBTQ+ audience. 

essence cosmetics
product launch

After the success of the above campaign, essence asked us to help launch its new product. 


Our Lips Get Loud campaign positioned 8H Matte Liquid Lipstick as the ultimate way to experiment with self-expression and invited the audience to be bold, loud, and proud. 

This campaign re-emphasized the brand's key value that "beauty is for everyone" and carried through our previous work showcasing essence's commitment to diversity and inclusion, while also showcasing the product's key selling points. 

It came to life on social and point of sale

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