MUSIC AND FASHION OVERLAP
Smashbox sought to organically introduce the cosmetics line to a new African American consumer who did not believe the brand included products that fit their needs.
Ideated on a brand new world beauty concept
Created a content partnership around Black Girls Rockpromotion
Sourced impactful Black music, media and fashion influencers to create content demonstrating the brand’s suitability for a variety of hues.
Edited and launched the content on BET O&O
Whitelist Content with talent in order to extend brand reach to new target audiences