Unleashing the joy of makeup
Sensitive eyes face a real challenge when it comes to makeup, especially when it’s time to take it off. With countless cleansers, wipes, oils and gels lining the shelves, finding the right balance between gentle care and effective cleansing can feel impossible.
Enter Optase, with their clinically tested, expert-approved makeup remover designed specifically for sensitive eyes, and a campaign launch poised to bring a sigh of relief for makeup lovers across the UK and US.
Disciplines
Tone of voiceCreative campaignsEvent designGraphic designArtworkingVideo & photographyAnimationDigital advertising
Goodbye to scrubbing, stinging and soreness.
Sharpen up those cat eyes. Sweep on the waterproof mascara. Splash on the glitter. Why shouldn’t everyone be able to wear makeup whenever and however they like?
Designed to gently and effectively remove all types of eye makeup without scrubbing or stinging - this launch was about to bring relief and confidence to sensitive eye sufferers (and makeup lovers) everywhere. A feeling we summed up in one word - Finally. Defiantly declaring that sensitive eyes deserve more.
An eye on the details
A bold typographical treatment paired with a vibrant makeup-inspired colour palette brings the campaign’s essence to life. Playful, expressive imagery, shot at Fluid’s photography studio, Flux, added the finishing touch.
Then, with the wave of a (mascara) wand, Fluid’s full service team transformed the concept into reality, seamlessly adapting it across a suite digital, print and event assets ready for launch.
With a product poised to be a real game-changer in its category, it called for a disruptive identity with stand out - both on the shelf and across digital platforms. ‘Finally’ taps into a powerful customer insight, and the team at Optase gave us the creative license to really lean into that. We’re proud to have played our small part in this innovative launch.
– Josh and Sarah