In 2017, Almay underwent a total brand transformation to become a more inclusive brand that celebrates individuality and self-expression. To generate awareness and build excitement around the new Almay, we teased the new Reveal the True You campaign in a social-first way with the help of multi-faceted influencers – Nikia Phoenix, Nadia Aboulhosn, Chachi Gonzales and Wendy Nguyen “revealing” their true selves.

For launch, we created a docu-style hero video and social content, where the influencers talked about their unique features and how makeup helps them express who they are in front of Almay’s signature “A.” We also wiped their Instagram clean and started fresh with a 9-photo connecting grid that formed the “A” and featured influencers and models revealing their true selves.

In addition to the brand launch, we launched Almay’s first product innovation in years – Mega Volume Mascara – through a social groundswell. We surprised hundreds of micro-influencers with the product and had them all post about it on launch day. We then took their content and turned it into our social launch campaign, sharing authentic reactions, tips and tricks from real women with our audience

My role: creative lead, concept and copy