Makeup gets real

Sorbet Makeup was launching in South Africa and needed help making the brand famous for its foundation, a full and inclusive range created for the women of South Africa. In an industry famed for unrealistic beauty standards, we saw an opportunity to position Sorbet Makeup as the alternative: authentic and approachable, honest and real. Turning the fake and made up moments into authentic honest ones.

Instead of the glitz and glam of traditional beauty spots we sourced a colour palette from the real women we were shooting.

The Makeup Gets Real campaign was a fully integrated campaign that kicked off with a 30 sec TVC and extended to traditional media such as print ads and store wraps. The campaign then served as the base for a huge library of short digital pieces that were used on social.

Art Direction: James Atkins, Carl Cardinelli

Graphic Design: Tamara Isles, Sean Creighton

Copywriting: Amy Donaldson, Annette Minaar