Beauty brands are always talking about ‘shades’ in exactly the same way: light or dark, deep or fair, warm or cool… Shade-finding is the conversation the category has been stuck in for many years, treating women as tones to be matched.
In 2020, launching an expanded shade range was both crucial, and delicate. Brands were being scrutinized more than ever on how they approach messaging and representations of diversity.
With this campaign, we invited women to wax poetic on the colors in their skin and how they see themselves. Through their free association, we gave voice to the dimensionality and aliveness of skin. As they speak to their different hues, we can see how we all have a multitude of colors within our skin tone—and how many of these colors we share.
This resulting campaign message promotes our common humanity, while also speaking to ILIA’s product, and how it brings out the best of your skin’s colors (versus covering it up with a homogenous layer of ‘sand’ or ‘buff’). Opening up the way we talk about color—and celebrating the shades between.
Lauded by Sephora as ‘the best foundation campaign they’ve seen to date’.
CD: Marie Bliss Delpy
CD, Copy: Ariella Gogol
Designers: Andy Nyugen, Andries Boekelman (motion)
Producer: Morgan Laszlo
Photographer: Sam Nixon
Director: Michael Casker
DP: Jared Christiansen
Stylist: Shibon Leigh
Hair: Hiro + Mari
Makeup: Cyndle Komarovski
Post Production: Abby Harrison
Casting: Aaron Bakalar
Cast: Samia Hamps, Jessica Wu, RoseLawrence, Morgan, Manon Macasaet, Jannae Q, Imade Ogbewi, Amy Fine.