ALMAY: FREE TO BE BEAUTIFUL
THE CHALLENGE
Re-introduce Almay cosmetics to a younger, more independently-minded and highly social audience.
THE WORK
The winning pitch for this business was inspired by the insight that independent modern women want to choose their own ideal of beauty. They are "Free to Be Beautiful." The voice and tone of the campaign reflects this.
MEDIA: TV, PRINT, WEB, OUTDOOR
VIDEO: FREE TO BE BEAUTIFUL MANIFESTO
PROPOSED PRINT
