Campaign & Content
Beauty.
But not
well behaved.
A skincare campaign built for women who know the mirror is not the enemy. It is just where the negotiation starts.
Beauty brands love to whisper. Haya needed to have a pulse.
Today’s female consumer is not waiting for permission to feel expensive, complicated, funny, tired, powerful, hot, annoyed, or all of the above before noon.
She does not need another brand telling her to glow. She has heard that word enough to file a restraining order.
Make skincare feel less clinical and more alive.
Most beauty content is trapped between bathroom-counter purity and influencer hostage video.
We wanted Haya to feel more human. Less porcelain. More personality. A brand with skin, mood, humor, and a little bite.
Three content pieces with one sharp point of view.
The films were designed as campaign anchors, then built to survive the feed. Fast reads. Strong attitude. Enough beauty to sell the product, enough self-awareness to avoid sounding like a serum wrote a diary.
Haya needed to live where modern beauty actually lives: aspiration, anxiety, identity, ritual, and the daily miracle of pretending eight hours of sleep happened.
The modern beauty consumer does not want fantasy.
She wants recognition with better lighting.
Beauty content with teeth.
The campaign gave Haya a more distinct voice in a category drowning in softness.
It kept the product desirable, but gave the brand something more useful than polish: attitude, timing, and a reason to be remembered.
BOTTOM LINE