ASK
Launch a social campaign introducing Cheekbone Beauty’s first-ever SUSTAIN Eyes category - vegan, gluten-free and completely biodegradable.
INSIGHT
The challenges of the pandemic, especially its impact on BIPOC communities, have led people to seek comfort and connection in the important aspects of life: family, friends, community, and nature.
OBJECTIVE
Powerful Pigments. Bold Vision. The SUSTAIN Look. Together, we can craft the future we wish to see in the world.
SUSTAIN EYES.
OLV: :30, :60
BLOG.
This blog explores the concept of "Two-Eyed Seeing", as termed by Mi'kmaw Elder Dr. Albert Marshall, which emphasizes the fusion of Western science and Indigenous knowledge for the benefit of all. Notably, this philosophy is now embedded in Cheekbone Beauty's eye pencil products and packaging, available at Sephora, showcasing a commitment to diverse perspectives and ethical advocacy in the beauty industry and beyond.
Agency: Hughes & Co. Inc.
Video Production: Fourgrounds Media Inc.
Music: Ray Viktoria - Rize
Lifestyle Photography: Eunice Tang, Madeleine Heaven