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Merging brand and consumer-generated content, the marque has launched a brand push celebrating stories inspired by feminine beauty
Cosmetics brand, The Honest Company, founded by Hollywood’s Jessica Alba, has churned out its pilot branding campaign titled, #LetsBeHonest. It was launched in line with the recent debut of the makeup and skincare collection, Honest Beauty, to celebrate beauty’s diversity and inspire women to share how beauty is used to bring out their best.
The push has kicked-off with a digital premiere featuring a short day-in-the-life film which showcases the many real looks of Jessica Alba shot from the unique perspective of her must-have beauty products. The video is an invitation to women everywhere to capture and display their own looks.
“Honest Beauty isn’t about defining beauty for women. Instead, we’re asking women to tell us what makes them feel honestly beautiful. Our hope is that by Jessica revealing looks that are honest to her own life, women will be inspired to use Honest Beauty to create their own,” said Chris Thorne, CMO of The Honest Company.
The brand is crowdsourcing looks and the stories behind them by asking women to name their look for Instagram, Facebook, Twitter, and YouTube while using the hashtag #LetsBeHonest. Whether it is the look for happy hours with the hubs; brunch with the family; or desk to drinks, all entries are welcome.
The submissions will be compiled to form a look-book which is set to roll out across the Honest Beauty website, and will introduce looks from the brand’s employees, influencers as well as makeup artists, with each participant sharing the story behind the name of their respective looks.
More of the same will be collected via a designated photo booth set up in conjunction with the Honest Beauty retail experience now open at The Grove in Los Angeles. Enthusiasts can also try on and share the brand’s featured looks live using the Honest Beauty app and their own camera.
“Women have their own motivations for how they use beauty in their lives, so we can’t wait to see honest beauties get real with us. We offer tips, tricks and tutorials to show women how to get the look that’s right for them and #LetsBeHonest brings it all to life,” said Jessica Alba, Founder and Chief Creative Officer of The Honest Company.
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