BRAND STORY
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real-techniques
THE CHALLENGE
Redefining Real Techniques social media presence as the ultimate “Cool Girl” of makeup accessories. To achieve this, RT needs to break away from traditional, polished beauty marketing and embrace a raw, deconstructed aesthetic that feels effortless and organic. The content must authentically showcase diverse, individual makeup looks in real-life settings. Striking the right balance between aspirational and accessible will be key to making this transformation resonate with our audience.
THE ACTIVITIES
For this project, I led the creative direction and content creation, bringing Real Techniques’ new raw and deconstructed aesthetic to life. To ensure an authentic and organic feel, I intentionally shot all imagery on an iPhone, capturing diverse, real-life makeup looks in an unfiltered and relatable way. Every piece of content was carefully crafted to break away from traditional beauty marketing, embracing an effortless, “Cool Girl” vibe that resonates with today’s audience.
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