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Democratising beauty

The Mall chain of shopping centres approached Simon Inc to create a campaign to promote their annual “Beauty Week”, designed to drive sales of beauty-related products and services from all their relevant tenant retailers. The challenge they gave us was how we could create a capaign which would engage with a full range of customers and retailers, normally overlooked by conventional beauty industry marketing, including men and women of all ages, all body types and from a wide range of cultures, nationalities and backgrounds. Our solution was to change the premise of Beauty Week, switching the focus from external physical beauty to the concept of making every day beautiful – making it more about the underlying feeling generated by using the products rather than than the external appearance…however you are feeling, or whatever the weather, whatever the news and prevailing mood, you can always make life more beautiful by giving yourself a little treat – from one of the great retailers in The Mall. So we approached retailer staff in each of the Mall’s shopping centres and invited them to share their insiders’ tips on how they Make Every Day Beautiful using products and services available in their shopping centre. We then photographed each participant holding their own handwritten tip and compiled the photos in a magazine, along with details of where to get the relevant products. The resulting pictures (by photographer Sonia Yasmin Ali) combined to form a unique portrait of the shopping centre staff, perfectly capturing their vibrancy, diversity and individuality. The magazines were distributed free in each shopping centre, promoted by POS within the centres along with a corresponding outdoor, press and social media campaign.

Project Roles
Art Director, Content Producer, Creative Director, Designer
Company
The Mall
Skills
Art Direction, Conceptual, Creative Direction, Design
Media
Advertising, Branded Content, Environmental Design, Logos, Magazines, Photography
Project Industries
Beauty, Fashion, Retail
Democratising beauty
Democratising beauty
Democratising beauty
Democratising beauty
Democratising beauty
Democratising beauty