While Fenty already posted beautiful up close GRWM videos, we suggested including more realness of textures, blemishes, and dark circles with the goal of showing the grittiness of the brand. Creators of ranging skin tones would capture their daily Fenty Beauty makeup routines without using the beauty filter. Fenty wound up bringing this concept to life during the launch of their Eaze Drop Blur + Smooth Tint Stick gaining over 3 million cumulative views .
We wanted to elevate the idea of the swatch and highlight Fenty's amazing shade range. We suggested Fenty source videos of content creators trying out products on a variety of skin tones. Followers would now be able to see how one shade can suit many different tones. Fenty wound up implementing this concept with many of their products garnering over 5 million cumulative views.
Agency: Movement Strategy
