Spring Racing Beauty Edit

Teaming up with makeup artist to the stars Tahlia Jayde and Debenhams Australia, the strategy for this campaign was to disrupt the industry during the Spring Racing period by focusing on beauty instead of traditional fashion.

Tutorials were shot to show consumers how they could perfect their Spring Racing beauty looks. This was supported by editorial content housed on the website and product imagery to give longevity to the campaign. The tutorial videos were amplified via social channels and displayed on digital screens at high traffic locations to further increase reach.

Further content generated: A Behind The Scenes video; still photo shoot; 20 gift boxes full of beauty surprises were gifted to media and influencers always known for looking the part at the Spring Racing Carnival; a consumer competition to win a beauty box full of goodies offered an opportunity to engage a digital beauty focused audience.