Retailer H&M Beauty is inviting the world to ‘Make Up Stories’ as part of the global relaunch of its makeup range and in celebration of its new partnership with renowned makeup artist Raoúl Alejandre.
Developed in partnership with creative agency B-Reel, the Swedish firm has devised a strikingly bold campaign that looks to evoke how makeup can give people the power to create their own stories, as well as to inspire beauty lovers to start their own storyline.
Running across out-of-home, digital out-of-home, online, social media and in-store across 40 markets globally, the 360 push will be led by three attention-grabbing, visually expressive hero films.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
The creative will be centred around four key types of mascara, Volume Icon Lash, Max Drama Lash, Never-Ending Lash, and Forever Curled Lash, showcasing their individual characteristics and lash defining properties.
Alejandre himself will taken an active part in the campaign, featuring alongside the models in several executions which include TikTok videos and behind-the-scenes interviews that reveal his beauty secrets and tips.
