Everyone deserves to star in a beauty campaign… What if we cast our next campaign based on inner beauty alone, without ever seeing the talent? It was that unprecedented idea that launched Glow Recipe’s award-nominated brand campaign. 

With application questions centered around each individual’s beauty journeys like “Is there anything you wish you could change about how society views beauty?” and “What’s your experience walking through the world?”, the application was designed to dive deep and truly forge a connection with the community. We received over 2500 applications for the first campaign, and worked with the brand’s Diversity Advisory Board to ensure that the final casting would be an accurate, diverse representation of the community. 

Creatively, we wanted to lean into the brand’s signature pink and highlight each participant’s personality and way of approaching joy. We rolled out the campaign across one month on the brand’s channels, and at Sephoras globally.

Creative Direction | Launch Strategy | Casting | Content & Social Media Direction