'Can't (Re)touch This' - 360 Marketing Campaign
Social Cause Campaign | Produced by THG Studios | In partnership with Mental Health UK and Dr Luke Evans
I directed Cult Beauty’s first digital and in-person brand campaign alongside partners Mental Health UK and Dr Luke Evans MP to support the Digitally Altered Body Images parliamentary bill by committing to never retouch model images, launching a watermark to identify un-retouched imagery, creating inclusive language guidelines, and reviewing our social and influencer strategy
Reaching over 250M across press, influencer, events, digital and social media channels. Campaign highlights include over 27K signatures to the change.org petition, hosting talks and giving away over 5K products at Fearne Cotton’s Happiness Festival, influencers such as Sasha Pallari discussing the importance of body image and the role of beauty
Campaign Imagery
Site Content
Cult Beauty Social Media - Launch
Cult Beauty Social Media - Pulse
Happy Place Festival Activation - Expert Panel Talk & Pop-up
Influencer Content
Press Coverage
Partner Content
