The Launch:

To celebrate the 20th anniversary of Too Faced Cosmetics, we introduced a limited-edition collection inspired by the iconic products that first launched the brand in 1998. Each item was glittered to perfection and thoughtfully modernized to appeal to today’s beauty consumer while honoring the brand’s bold, playful roots.

Social Content Launch Plan:
• Hero model launch video showcasing the full collection
• CGI video spotlighting the Better Than Sex Mascara
• Four-part docuseries launched exclusively on YouTube & IGTV, documenting the Too Faced x Wilhelmina model search competition, culminating in the winner becoming the face of the anniversary campaign and receiving a $25K prize
• Three product-focused tutorials featuring our Global In-House Artist
• A series of engaging, product-specific GIFs designed for social media and paid placement