WHAT WE’VE DONE

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Almay

In a crowded cosmetic market, Almay did have a definite point of difference: it was known tor being hypoallergenic. However, this reputation could also make it seem safe and not as glamorous as other brands. This campaign took a potential negative and reframed purity as a requirement for true beauty. Close-up shots and insightful copy created a unique and ownable place for Almay in the market, a place described as "The Pure Source for Beautiful".