Real Techniques
Brand Relaunch
The wing(ed eyeliner) woman of your makeup bag.
As one of the top makeup tool brands in the biz, Real Techniques has all the credentials, but not the branding or content to match and almost a non-existent consumer identity. Safe to say it needed a glow up.
So, a brand relaunch was contoured and set off to establish Real Techniques as the beauty tool of choice for global consumers. With a new brand message to ‘Set Your Makeup Free’, new tone of voice (appealing to both ‘beauty junkies’ and ‘beauty curious’) and a new brand purpose, meaning that whether you buy Maybelline from Boots or Bobbi Brown from Selfridges, you’ll always get the best results from your makeup.
Empowering slogans, playful and educational videos and social call to actions like #RTToolUP and 'Set Your Makeup Free' formed a refreshed consumer shopping experience, while influencer, Lily Pebbles gave inspiring and easy-to-follow tutorials.
Real Techniques X Love Island
After clocking all the Love Island girlies using Real Techniques during the programme’s iconic getting ready montages in the villa dressing room, it felt only right to COUPLE UP (yes, I went there) with Superdrug stores and the ITV2 cult dating show.A summer of flawless makeup and love was celebrated, getting people to be LOYAL BABES to Real Techniques.A copy amalgamation of Love Island-isms combined with the new Real Techniques rebrand messaging alongside summery stop-motion animations - it was all ‘meet your match’ on London buses, things getting muggy on VOD and turning heads on the tube.
Built an online beauty community of over 5 million
Once the ‘Set Your Makeup Free’ messaging had been widely established, phase two of the campaign moved on to ‘The Power is in Your Hands’. In essence, now that consumers had 'tooled up', it was nice to be able to focus on core products and refine what the brand was truly about to create an online beauty community full of education and inspiration. A content platform that really put the spotlight on new products, gave help and advice and showed the world how to achieve the very latest trend looks. Not to mention getting a lil’ look in in Times Square!
