Skin Analyzer
Creating a video and social media direction and posts to help beauty brand Mary Kay promote a new product offering.
Beauty brand Mary Kay hired DASH to create a promotional video and social media posts introducing the new Mary Kay Skin Analyzer. The Skin Analyzer captures two photos on each point of the face to provide skin data in real-time, allowing Mary Kay Independent Beauty Consultants to deliver more informed, tailored advice to their customers via an app that offers product recommendations.
sector
cosmetic and beauty
work
art direction / model styling / photography / video production and editing / motion graphic / copywriting / social media creative
Skin Analyzer
Creating a video and social media direction and posts to help beauty brand Mary Kay promote a new product offering.
Beauty brand Mary Kay hired DASH to create a promotional video and social media posts introducing the new Mary Kay Skin Analyzer. The Skin Analyzer captures two photos on each point of the face to provide skin data in real-time, allowing Mary Kay Independent Beauty Consultants to deliver more informed, tailored advice to their customers via an app that offers product recommendations.
sector
cosmetic and beauty
work
art direction / model styling / photography / video production and editing / motion graphic / copywriting / social media creative
Challenge.
The video needed to help the audience understand the product, how it works and clearly communicate the product’s benefits and its potential to help Mary Kay Independent Beauty Consultants make more personalised product recommendations to their customers. The video would use supers and animations to communicate its message, and Dash needed to ensure that the video would remain impactful, clear and compelling without a voice over.
For the social media posts, DASH needed to deliver engaging imagery that would position the product in the lives of its target market, and encourage shares, likes and interaction with the post to up its reach.
Design &Creative Concept.
For the video, DASH aimed to communicate more than just information about the product and extended the narrative to include the problem, solution and end experience delivered to the user. The video also needed to explain the range of product benefits in a way that was easy to absorb, yet remain short enough to keep the viewer’s attention.
In order to let the key messages and the product shine through, the art direction focused on a simplistic yet appealing style that was inline with Mary Kay’s branding. The tone and style of the video was upbeat, and in lieu of a voice over, Dash leveraged a range of infographics throughout the video. Each of the infographics was simplistic enough to be understood upon initial glace and DASH ensured that other visual and audio elements were in place to support the message.
To complement the video, DASH prepared a series of Facebook posts for the Mary Kay official channel, which were also for use by Mary Kay Independent Beauty Consultants when pitching the product and service to their clients. The social media posts are designed to tell the audiences the convenience and effectiveness of the device and allow the Mary Kay brand to tell the story from another perspective and encourage customers to undertake a trial. DASH made sure that the imagery for social media was eye-catching. The social media creative direction placed the product in a range of situations that gave it a “lifestyle” feel using high-quality imagery. At the same time, to boost engagement, DASH created engaging captions that would drive shares and interaction with posts.
Challenge.
The video needed to help the audience understand the product, how it works and clearly communicate the product’s benefits and its potential to help Mary Kay Independent Beauty Consultants make more personalised product recommendations to their customers. The video would use supers and animations to communicate its message, and Dash needed to ensure that the video would remain impactful, clear and compelling without a voice over.
For the social media posts, DASH needed to deliver engaging imagery that would position the product in the lives of its target market, and encourage shares, likes and interaction with the post to up its reach.
Design &Creative Concept.
For the video, DASH aimed to communicate more than just information about the product and extended the narrative to include the problem, solution and end experience delivered to the user. The video also needed to explain the range of product benefits in a way that was easy to absorb, yet remain short enough to keep the viewer’s attention.
In order to let the key messages and the product shine through, the art direction focused on a simplistic yet appealing style that was inline with Mary Kay’s branding. The tone and style of the video was upbeat, and in lieu of a voice over, Dash leveraged a range of infographics throughout the video. Each of the infographics was simplistic enough to be understood upon initial glace and DASH ensured that other visual and audio elements were in place to support the message.
To complement the video, DASH prepared a series of Facebook posts for the Mary Kay official channel, which were also for use by Mary Kay Independent Beauty Consultants when pitching the product and service to their clients. The social media posts are designed to tell the audiences the convenience and effectiveness of the device and allow the Mary Kay brand to tell the story from another perspective and encourage customers to undertake a trial. DASH made sure that the imagery for social media was eye-catching. The social media creative direction placed the product in a range of situations that gave it a “lifestyle” feel using high-quality imagery. At the same time, to boost engagement, DASH created engaging captions that would drive shares and interaction with posts.
