Independent full-service agency Cummins&Partners has been appointed by Australian online beauty retailer Adore Beauty to launch its first brand campaign, following a rapid pitch process.
Cummins&Partners has worked across both creative and media for the campaign.
Whatever Makes You launched on Tuesday across free-to-air channels around Australia.
The campaign communicates the Adore Beauty approach to beauty: straight talking, fun and for everyone.
“We were impressed by the speed and the quality of the thinking from the Cummins&Partners team," Adore Beauty chief marketing officer Dan Ferguson says.
"Whatever Makes You celebrates our culture, it’s something we can rally behind and that excites us.”
Founded by Kate Morris 20 years ago from her garage, Adore Beauty is an Australian success story. The business is now worth $100 million.
“Taking a successful business like Adore Beauty and delivering a first for them with respect to the brand campaign, was a rare opportunity. It was also rare to do this with a new client, in 72 hours and in isolation," Cummins&Partners managing director Kirsty Muddle says.
"It’s proof once again that working in partnership with the Adore marketing team and across Creative:Media means we can work faster and smarter."
Morris says she is excited to see the brand brought to life in its first TVC.
“I’ve always believed that beauty should be something that makes you feel your best and that feeling should be accessible to everyone," Morris says.
"This ad embraces real women and whatever makes them feel good.”
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