REAL TECHNIQUES / BRAND CAMPAIGN
ENVISIONING A LIFE WITHOUT TOOLS
As the AOR for Real Techniques, our team at Laughlin Constable was focused on growing their awareness within the US. One way to do that? Launching an OLV that would get the eyeballs of the YouTube-loyal Beauty Curious—those who were just getting interested in makeup, but not sure how or why they should use makeup brushes.
The OLV contributed to incredible 2017 growth for Real Techniques, including +40% in community and +27% in loyalty.
Role:
Copywriting
Creative Direction
The concept was grounded in the insight that doing something right the first time requires the right tools. No DIY-ing or cutting corners. Which is why, if you want to duplicate trendy techniques or create your own flawless looks, you need the influencer-vetted, award-winning makeup brushes and sponges by Real Techniques.
Team
Creative Director: Jon Laughlin
Senior Art Director/ACD: Sarah McAfee
Featured Work
Producer: Phil Smith