Fenty Beauty x One School

The Ask: Come up with a social media campaign that makes Fenty Beauty the most talked about beauty brand of New York Fashion week. Create something that embodies Fenty’s promise of “Beauty For All”. Insights: The harsh truth is that the beauty industry is often exclusive and intimidating for some. It's also been biased towards certain shades, tones, shapes, and sizes. Fenty Beauty was created to include everyone with 50 shades, combatting biases with their brand promise, #BeautyForAll. They have collaborated with NYFW for a Fenty fashion show, however COVID has limited their ability to do an in-person fashion show. Strategy: Use COVID-19 to our advantage & create something that will exist online for the Fenty x NYFW show. Something shareable. Something powerful. Inclusive of all. Idea: Every Fenty shade has their own story. We used the hashtag #MyShadeMyStory to encourage others to share the lies and biases they've been told about their beauty and combat them with their truth. Here's the result. Details: Strategy

Ad material for #MyShadeMyStory. For promotional purposes, we placed ads in select NYC subways in addition to the official Fenty website for maximum exposure towards social campaign. Users are encouraged to use Fenty Pro Filt'r foundation whether Liquid Matte or Powder to Share their Story.

NYC Subway Advertisements.

Next we took submissions from all over IG and featured some of them on our IG.

We lastly turned our #MyShadeMyStory into a full 30 minute segment, with large screens featuring women's stories from around the world.

And the press could NOT stop talking about our NYFW x Fenty fashion show.

The Press

Could NOT

Stop Talking.

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