the challenge

To create an integrated media campaign for SwiitchBeauty during South African Women’s Month.

the problem

Makeup campaigns promote narrow beauty standards, box women into superficial beauty ideals and limit self-expression.

the objective

Show the multifaceted dimensions of what it means to be a woman by empowering individuality and self-expression through makeup.

the insight

Women want to use makeup to express the depth of their womanhood and show who they are beyond their appearance.

the concept

“Diimensions of Womanhood” draws inspiration from the double "ii" in the brands name to symbolise the duality and depth of women’s identities.