Beauty brand Renee Cosmetics has announced a new campaign titled ‘Reinventing Beauty’ featuring actor Ileana D’Cruz, with the objective of introducing the art of makeup in a new light to the society.
The campaign aims to present makeup as a form that is more than just substance for women and a way to embrace beauty.
The new campaign is an extended representation of the core values and vision of the brand.
The ad film launched under the campaign is set in a fantasy world, where D’Cruz showcases the key traits of the brand - confidence, empowerment, and liberation.
In the film the actor appears with her staff of women getting ready for a quest. They clad her up in her war suit, integrate Renee products while doing so and then she sets off. The presentation unleashes a strong aura that instils courage and dynamism in women.
Aashka Goradia Goble, Co-Founder and Director, Renee Cosmetics, said, “For the longest, a lot of people have identified makeup with something that is made-up. The new digital campaign breaks the notion, and presents makeup as a way to feel liberated, and empowered. One must always be playful and feel confident about adding new colour to their looks and personality.”
Ashutosh Valani, Co - founder and Director, Renee Cosmetics, said, “ There have been many opinions associated with the application of makeup. It is not every day that people would say it upfront, but it is there. This formed the foundation of the entire concept of the film. The film introduces makeup as a gesture and not just substance, that also uncovers the inner-self. The actress Ileana D’Cruz embodied the very essence of the brand, and brought the whole concept to life.”
D’ Cruz said, “I love the products the brand has to offer. The extensive range of premium makeup is something that every strong independent individual should have.”
The campaign will unveil the ad film across all the digital platforms, including the social media, e-commerce platforms, and at the brand stores. The posters from the campaign will also be displayed at all the brand stores across the country.
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