Edgars Beauty

Description

We repositioned Edgars Beauty to challenge mainstream beauty standards and celebrate individuality. The work spanned brand strategy, campaign concept development, and integrated art direction, building a culturally resonant platform that connected self-expression to retail conversion.

Client

Edgars Beauty at Agency VMLY&R

Scope

Brand Repositioning · Brand Filmr · Social & Content Seriesr · Retail Integrationr · ATL Support

Role

Associate Creative Director & Art Director

Challenge

Mainstream beauty standards exclude individuality. Edgars Beauty wanted to champion real, diverse South African beauty.

Imperfection is identity. Celebrating what makes people different creates emotional connection and cultural relevance.

Solution

I’mPerfection reframed beauty as self-expression rather than correction.

A cinematic brand film shot on 16mm and 8mm to feel raw and human
Casting cultural creators instead of traditional beauty influencers
Social content grounded in personal stories
Shoppable beauty edits connecting culture to commerce
ATL rollout to scale the movement nationally

Results

+8.2M

Total reach

4.63%

engagement rate more than 10× higher than the fashion industry benchmark

99.45%

Positive Sentiment

Additional Impact:

Cannes Lions Shortlist (2021)
Loerie Awards Shortlist (2020)
Cemented Edgars Beauty’s inclusive positioning in South African culture
Successfully bridged cultural storytelling with retail conversion

Natura Rescue

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