MECCA COSMETICA
Mecca Cosmetica, the in-house brand of Australian beauty retailer MECCA, is a leader in the Australian SPF and skincare markets. For beauty lovers, by beauty lovers, Mecca Cosmetica develops each product with high-performance and luxurious formulations informed by 25 years of customer insights.
SERVICES
Art Direction
Campaign
Copywriting
Creative Direction
Graphic Design
Photography & Motion
Experiential Marketing
Strategy
Storytelling
L
BRIEF
Create launch campaigns for two new Mecca Cosmetica products, To Save Body SPF30 Radiant Sun Mousse and Renewing Cleansing Gel with the ambition of further cementing Mecca Cosmetica’s position as the authority in luxury cosmetic SPF, and build ongoing credibility for their growing skincare range. Each campaign needed to leverage existing brand assets, while enhancing the look and tone of the brand through copywriting, art direction and concept development for photography and motion suitable for assets across in-store, PR and both paid and organic digital channels.
RESPONSE
We began by working with the Mecca Cosmetica marketing team to understand the unique positioning and customer use cases for each product to strategically inform the campaign messaging and creative direction.
To Save Body SPF30 Radiant Sun Mousse imparts glowing texture without compromising on protection. The SUN DRESSED campaign designates this unique new formulation as the final layer to any outfit that revels in the sun. Effortless and elevated in black and white, shifting light and shadows highlight empowered crops of a women’s face, shoulders and arms, evoking play and recreation on a sun-drenched afternoon.
OUTCOME
Collaborating with copywriters from within our network, TRiC established a distinct tone, look and feel for each campaign with a core art direction concept that emphasised the product benefits, purpose and use cases. Paired with storytelling and key messaging, we were able to strategically plan an entire suite of assets, including booked media placements for launch.
Alongside our production partner, The ARTL—NE, TRiC selected dynamic teams of creatives and talent to produce our vision for each campaign. Post-production rollout was managed in house to ensure cohesion from concept to final execution.
CREDITS
Photographer: Daniel Goode
Motion: Henry Cousins
Fashion Stylist: Natalie Petrevski
Still Life Stylist: Cristina Guerrero Fernandez
Hair: Lok Lau
Make Up: Shella Ruby Martin
Talent: Julia Vanos & Ava Lamb
Copywriting: Brodie Lancaster & Fred Mora
Production: The ARTL—NE and Carmen Cicchinelli
Client: Mecca Cosmetica
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