The campaign features powerful Australian women interviewed and photographed ‘virtually’ from their homes across the country and overseas.
Clarins has launched a new campaign for Double Serum celebrating beauty at every age in partnership with Gritty Pretty.
In light of the current pandemic, the campaign was almost entirely created remotely.
Renowned portrait photographer Hugh Stewart shot the campaign over FaceTime whilst the talent were interviewed in their own homes.
The result is a digital portrait series entitled ‘Illuminating Women’ which will be promoted across Gritty Pretty and Clarins websites.
The brand invited eight high profile Australian women to be interviewed on the theme of what beauty means to them.
Masterchef judge and food writer, Melissa Leong, Australian Olympic sprinter Morgan Mitchell all the way from Chicago, fashion & lifestyle journalist Kate Waterhouse alongside her mother and racing mogul Gai Waterhouse, television presenter Abbey Gelmi and influencer duo Jayme Jo and Jessie Massoud joined by their mother Jo Massoud.
The common denominator: a genuine love for Clarins Double Serum and fond memories of discovering skincare from women who have paved the way before them.
By design, the unparalleled lineup of talent includes women from diverse backgrounds, age groups and career paths.
Reflecting the Double Serum product positioning as a brand partner for women of all ethnicities at all stages of life, the campaign celebrates unique beauty at every age from 20s through to 50s and beyond.
“COVID-19 has impacted all industries but none more so than media and retail," Gritty Pretty founder and editor-in-chief Eleanor Pendleton says.
"To continue Gritty Pretty's deep connection with its female audience and local storytelling throughout these unprecedented times, we recently collaborated with Clarins, with the support of MAXMEDIALAB, to bring to life ‘Illuminating Women: A Portrait Series (2020)’ captured entirely virtually.
"When working with our clients, trust and respect for creative license is key - both of which Clarins and MAXMEDIALAB have provided us in spades.
"This is something my editorial team of beauty journalists are deeply appreciative of. We have the privilege of working with many beauty brands and Australian media agencies but there are few between who uphold the highest levels of professionalism, astute organisation and are an absolute delight to work with than MAXMEDIALAB and Clarins.”
Clarins managing director Australia & New Zealand Jerome Bellony says the brand's values of audacity and challenging the status quo were "perfectly expressed" in the campaign.
“In view of the current circumstances caused by the COVID-19 pandemic, we were delighted to be able to pivot quickly and partner with Gritty Pretty and MAXMEDIALAB to create an impactful digital campaign that speaks to our core Clarins consumer whilst also driving consideration amongst millennial and Gen Z," Bellony says.
"As a brand that positions itself to be a partner to women at all stages of their lives, we were able to conceive and execute a campaign that delivered a strong multi-generational message, with the added authenticity and intimacy of interviewing women in their own homes.
"The women spoke unscripted about their skincare rituals, and how Double Serum is a key part of that. By choosing a digital-focused partner, we were able to promote the campaign almost exclusively across digital platforms which is where our target customers are consuming their media. We are so proud at Clarins to be part of all womens’ lives and to offer a story that is relatable as well as being aspirational."
The 360 campaign was planned and strategised by MAXMEDIALAB.
The campaign launched this week with a virtual consumer ‘glow forum’ hosted by Gritty Pretty.
The portrait series will be published in chapters on the Gritty Pretty and Clarins websites followed by video content, social media, a printed booklet, podcast, microsite, sampling activation and an influencer campaign.
