In order to disrupt the cluttered U.S. beauty market, we took a bold approach to defining the brand platform on behalf of Il Makiage—a popular brand that was born in the 70s in the US and relaunching again here this past summer. Our mission was to identify a brand position that unified its product elements in a way that would help the brand connect with women today. While the market was pushing natural and minimalist makeup application, we realized that some women felt bold, fierce and powerful when they put on their bright red lipstick or dark, smokey eyeshadow. We unearthed that, perhaps, less isn’t more, and that there was room to shake up the industry entirely. Our breakthrough campaign, “High Maintenance,” encouraged women to express their boldness and confidence through their makeup choices.