Vega Awards Platinum Winner Winner

2023

Shine On

Entrant Company

Social House Inc.

Category

Video / Online Video (Campaign) - Beauty & Cosmetics

Client's Name

Half Magic Beauty

Country / Region

United States

With the resolute purpose to expand their community and launch their new collection, Half Magic Beauty, founded by makeup expert Donni Davy, the visionary behind the revolutionary #EuphoriaMakeUp movement, sought to transcend boundaries and bring enchantment to those who yearned for a spark of magic in their daily lives with the Magic Nudes collection. To accomplish this, Half Magic Beauty engaged the renowned creative and digital growth agency Social House Inc.

Harnessing inspiration from Davy's visionary makeup artistry and the captivating narrative of the Euphoria movement, Social House developed a comprehensive campaign that seamlessly merged the natural and supernatural realms. The foundation of their strategy lay in the deep understanding of Half Magic's core ethos. It was a delicate balance of honoring the brand's existing fantastical consumers while beckoning in new audience segments who craved a touch of whimsy but preferred more neutral makeup looks. Bewitched by Davy’s love of tarot, Social House seized upon this magical connection, infusing the campaign's visual elements with a lustrous mystique that blurred the boundaries between the natural and the supernatural, transporting viewers to a realm where untapped power and limitless possibilities awaited them. This approach encouraged audiences to unlock their most powerful and magical selves using the versatile dimensions of the Magic Nudes collection through a carefully curated visual journey, evoking a sense of ethereal magic and curiosity. Shine on beauties.

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Country / Region

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Entrant Company

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