Sugar Cosmetics
#MySkinMyChoiceSugar Cosmetics is a brand that believes in empowerment. That's why, they carefully curate products from around the globe which meet every want and need there could possibly be when it comes to your makeup and skincare regime.
Campaign Setup
Our aim for this campaign was to promote and get influencers onboard who are comfortable in their own skin and embrace their unique skin tone. The message conveyed through the campaign was to choose the right shade of foundation and not apply different shades to look in stereotypical way. The creators were asked to show half face shaded in lighter shade of foundation and other half in their skin tone and were requested to say how everyone should do the same, as - one feels more comfortable in their complexion.
Influencer
Selection
Influencers from Beauty and Make-up segment across country, with 100k followers & great aesthetic appeal were chosen to ensure maximum reach of the message - MySkinMyChoice. Influencers were given liberty to add personal touch to the video to bring organic flow in the video.
Followers
Interests
City
Age
Results
Conclusion
The primary goal of generating awareness about choosing the correct foundation shade basis their actual skin tone was delivered effectively. Influencers were able to communicate & share their problem of struggling to find the correct skin tone & compromising with either a lighter or darker shade, this communication resonated & viewers could relate to the same problem, which translated into staggering 800k impressions and 35k Engagements. Influencers successfully positioned Sugar's Foundation Stick as a solution for perfect shade & established it as quintessential Foundation for Indian Skin Tone.