The Aussie beauty campaign shot via FaceTime

Clarins has gone virtual for its latest campaign, partnering with Gritty Pretty to interview and photograph powerful women in the comfort of their homes.

The campaign was shot via FaceTime by renowned portrait photographer, Hugh Stewart, centring around the brand's cult classic Double Serum and celebrating beauty at every age.

The brand invited eight high profile Australian women including, Melissa Leong, Morgan Mitchell, Kate Waterhouse alongside her mother Gai Waterhouse, Abbey Gelmi and Jayme Jo and Jessie Massoud with their mother Jo Massoud - all sharing what beauty means to them. 

The common denominator: a genuine love for Clarins Double Serum and fond memories of discovering skincare from women who have paved the way before them.

"As a brand that positions itself to be a partner to women at all stages of their lives, we were able to conceive and execute a campaign that delivered a strong multi-generational message, with the added authenticity and intimacy of interviewing women in their own homes," said Clarins managing director Australia & New Zealand, Jerome Bellony. 

"The women spoke unscripted about their skincare rituals, and how Double Serum is a key part of that. By choosing a digital-focused partner, we were able to promote the campaign almost exclusively across digital platforms which is where our target customers are consuming their media. We are so proud at Clarins to be part of all women’s lives and to offer a story that is relatable as well as being aspirational”.

The 360 campaign was planned and strategised by MAXMEDIALAB and launched with a virtual consumer ‘glow forum’ hosted by Gritty Pretty.

Gritty Pretty founder and editor-in-chief, Eleanor Pendleton shared what it meant to work with Clarins and MAXMEDIALAB, especially during COVID-19, with the impact the pandemic has had on media and retail industries.

"To continue Gritty Pretty's deep connection with its female audience and local storytelling throughout these unprecedented times, we recently collaborated with Clarins, with the support of MAXMEDIALAB, to bring to life ‘Illuminating Women: A Portrait Series (2020)’ captured entirely virtually," said Pendleton.

"When working with our clients, trust and respect for creative license is key - both of which Clarins and MAXMEDIALAB have provided us in spades."

"This is something my editorial team of beauty journalists are deeply appreciative of. We have the privilege of working with many beauty brands and Australian media agencies but there are few between who uphold the highest levels of professionalism, astute organisation and are an absolute delight to work with than MAXMEDIALAB and Clarins," she said.

The portrait series will be published in chapters on Gritty Pretty (here) and the Clarins website (here) followed by video content, social media, a printed booklet, podcast, microsite, sampling activation and an influencer campaign.

You can view the Clarins product range and download hi-res images, here.