Objective: 

Reignite buzz and excitement around this already viral product by reasserting Instant Perfector Glow Makeup’s superiority as the easiest way to get the on-trend glowy look with its built-in applicator.

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Challenge: 

Instant Perfector 4-in-1 Glow Makeup is on the brink of icon status in Europe, but in the US, it’s beginning to lose ground and MNY lacks a voice in the glow conversation online. 

                        
Insight:

From reimagined classics like “Wednesday” to modern hits like “The Babysitter”, the horror spoof genre is trending and captivating Zillennials with unexpected comedic twists that playfully subvert conventional horror.

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Opportunity:

We can leverage the popularity of this trend to tell the story of our product that delivers an instantly radiant glow, so transformative that no one can escape its allure.

 

Strategy:

Dramatize our superiority by using a horror spoof as a visual metaphor to show how its built-in applicator instantly transforms skin with a look that is so glowy and easy to achieve, that it's inescapable.

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To Communicate:

Get your hands on the instant glow-up. Why wait when you can wow instantly?

Idea: 

Can't Escape the Glow