This campaign was Beauty Factory’s first public campaign and, as such, played an introductory role. The resulting challenge was that there was a lot to say. The upside though was that the timing was perfect – it was winter in Johannesburg and everyone was looking for an excuse to spend time at home pampering, warming up and moisturizing.
The campaign was themed around a Winter Wonderland: visually portraying the extreme warmth and comfort inside Beauty Factory, juxtaposed with the harsh, cold, dry and hostile realities of a Joburg winter (the brand has yet to open up elsewhere in the country). This concept shows that with Beauty Factory products and the value they offer (especially with the special winter bundles available) anyone can now transform their bathroom into a warm and comfortable sanctuary where they can indulge in the moisture Beauty Factory has to offer.
The concept is portrayed in an unusual and visually striking way, using only illustrations and no photography. A layered effect was created within the shop windows and on posters, illustrating the cold, dry outside that you can break through to enter the warm, wintery wonderland inside Beauty Factory, filled with all things we like about winter.
Illustrations by Michelle Baron