We rebranded Woolworth's Beauty as a beauty authority and premium destination relevant to both loyal shoppers and a new younger, more aspirational growth target. We created a world where beauty is aspirational, experiential and ever-evolving, creating a modern identity and premium photographic style brought to life in-store and online through film and stills. We created a Beauty Trend Collective of influencers to be activated throughout the year and developed a masterclass offering led by global MUAs for South African Fashion Week. The campaign was designed to be an ongoing suite of assets that have appeared throughout South Africa via the stores and OOH including Johannesburg and Cape Town airports.
