NATURAL IS MAXIMAL

IL MAKIAGE - ONE SHOW YOUNG ONES BRIEF

“Natural” makeup seems to be all the rage. Us Maximalists they call extra, or fake. Not that we pay attention to the commentary, but do our haters know that Nature herself is maximal? Being a maximalist is just as natural as blending in, and Il Makiage is here to make it known. #NaturalIsMaximal.

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DIGITAL BOARDS

We're on the hunt for fellow maximalists in their natural urban habitat. Our digital boards will showcase maximalist looks spotted "in the wild," creating a sense of community in our naturally chic state. These peeks from around the city will be showcased on our social feed as well with the hashtag #NATURALISMAXIMAL encouraging fellow maximalists to brag about their natural looks.

POP-UP

To reach out to our fellow maximalists in the wild, we're staking out the places where any maximalist will undoubtedly be spotted giving their makeup a quick touch-up. Il Makiage will set up touch-up "sanctuaries" in convenient locations throughout the city, such as restrooms in clubs and bars, the subway and restaurants around the city.

Art Directors: Sarah Ruiz & Morgan DeBrincat

 

Copywriter: TJ Beeker