A Collection so Versatile it Replaced Artist’s Paint in World’s First Foundation Portraits

The Brief:

Avon came to us with a brief for the launch of a product, unusual for our part of the world. A new foundation with all of 15 shades, in a market where foundations tend to come out in a series of 3 to 5 shades tops.

We needed to showcase PowerStay’s unique qualities in a creative way.

Here’s how it shook out.

Insight and Idea:

A problem everyone who wears make-up has had is that foundation never seems to match their skin tone perfectly.

Many women have to buy two or more foundations and mix them by themselves, which takes time and can get messy.

We saw a similarity between this and the way artists carefully mix their paints before applying them to their canvas. And make-up is, after all, an art form.

Execution:

To showcase the variety of shades, we decided to do something that’s never been done before.

We held the first-ever art exhibition, composed entirely of portraits, painted with foundation.

We commissioned 10 portraits of local celebrities, influencers, and regular people and held a grand opening for the exhibition.

Results:

We got some great media coverage from the likes of Elle and others.

The campaign gained traction from Instagram stories our influencers posted.

The foundation portraits reached an estimated 110 700 people, a scalable achievement for the market.

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creative director: angel iskrev
creative lead: maksim stoimenov
junior copywriter: asya maradzhiyska
client service director: sava ahmakov
account assistant: toni gradinarov
graphic designer: martina misheva

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