The Ask
Come up with a social campaign that makes Fenty Beauty the most talked about beauty brand of New York Fashion week.
The Challenge
COVID-19 will effect NYFW, which could slightly decrease the anticipation and engagement for the event. Our Goal: Create a campaign that raises awareness for NYFW and brings exposure to the Fenty Beauty brand.
The Insight
"Every shade has a story." The Fenty Beauty brand is known for inclusivity with over 50+ shades for every skin tone, however for every shade that is included lies a story about how it has been excluded previously. The beauty industry is no stranger to discrimination, bias, and exclusive practices which have been going on for decades.
The Strategy
To share each shade's story in a powerful way. The thinking behind the strategy was to be able to provide a space as well as a voice to each skin tone: A voice to share their truths about the beauty industry. The purpose of the strategy was to do something that represented the brand, which was inclusion. Every skin shade is unique and it is that uniqueness that gives them a story.
The IDEA
The "My Shade, My Story" social campaign. The campaign will promote the hashtag #MyShadeMyStory through web, social media, and outside advertisements. This will raise awareness about the upcoming virtual fashion show and encourage women to share their story about their experience in the beauty industry. Participants will be able to use the hashtag with their shade to share their story and combat beauty biases with a personal statement. A few may be selected to be featured in the fashion show.
Ad material for #MyShadeMyStory. For promotional purposes, we placed ads in select NYC subways in addition to the official Fenty website for maximum exposure towards the social campaign. Users are encouraged to use Fenty Pro Filt'r foundation whether Liquid Matte or Powder to share their story.
NYC Subway Advertisements.
We took submissions from all over and featured some of them on our IG.
We lastly turned our #MyShadeMyStory into a full 30 minute segment at the Fenty Beauty Show with large screens featuring women's stories from around the world.
And the press could NOT stop talking about our NYFW x Fenty fashion show.
The Press
Could NOT
