THE ASK
Launch a social campaign introducing Cheekbone Beauty’s first-ever SUSTAIN Eyes category.
INSIGHT
Due to the challenges we have faced during the pandemic, particularly the alarming impacts on the BIPOC community, the target audience seeks comfort and connection in the things that matter most — 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.
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.
Lifestyle Photography: Eunice Tang, Madeleine Heaven