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ADORE BEAUTY 'Whatever makes you'

After 20 years of operation, online beauty retailer Adore Beauty tasked us with conceiving their first ever brand platform and above-the-line advertising campaign.

The ‘Whatever Makes You’ platform celebrates the beauty of individuality without taking the beauty part too seriously. The campaign keeps it real by leaning into the (often undignified) behind-the-scenes of what goes into making ourselves feel beautiful.

Inspired by Tiktok's 'Get ready with me' genre, we enlisted local influencers and regular women to film themselves doing whatever makes them feel most themselves when it comes to beauty.