Merging brand and consumer generated content to celebrate the stories behind women’s individual beauty
PR Newswire, Santa Monica, CA (November 4, 2015)
Honest Beauty, a comprehensive new collection of effective, safe and effortlessly modern makeup and skincare created by The Honest Company, introduces its first branding campaign, #LetsBeHonest, with a mission to celebrate the diversity of beauty today and inspire women to show how they use beauty to bring out their best. #LetsBeHonest kicks off online with a short day-in-the-life film that showcases the many real looks of Jessica Alba shot from the unique perspective of her must-have beauty products. The film is an invitation for women everywhere to capture and share 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 The Honest Company CMO, Chris Thorne.
Honest Beauty is crowdsourcing looks and the stories behind them by asking women to name their look, ie. “happy hours with the hubs,” “brunch with the family,” “desk to drinks” on Instagram, Facebook, Twitter and YouTube with the hashtag #LetsBeHonest.
“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” says Alba, Founder and Chief Creative Officer of The Honest Company. “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. Whether you want an everyday “almost woke up like this” look or the perfect smoky eye for a girl’s night out, this new campaign features my ‘go-to’ looks and encourages women to create their own.”
The #LetsBeHonest looks will be compiled into a crowdsourced lookbook, which will live at HonestBeauty.com and will also include looks from the brand’s employees, influencers and makeup artists, each sharing the story behind their look name. More signature looks will be collected in the Honest Beauty photo booth at the Honest Beauty retail experience now open at The Grove in Los Angeles. You can also try on and share Honest Beauty looks *live* using your camera with the new Honest Beauty app - where the latest technology meets the ultimate beauty experience.
About Honest Beauty
Honest Beauty’s fresh spirit embraces the diversity of beauty today with an offering made for a range of skin tones and types. The dynamic shopping experience at HonestBeauty.com inspires consumers to explore the versatility of products for their unique look with digital product try-on features and video tutorials. The line also sets a new standard for modern beauty with elegant packaging that features transparent ingredient lists and a promise that every product is made with high-quality, safe and carefully sourced ingredients.
For more information on Honest Beauty or The Honest Company, visit HonestBeauty.com.
Jennifer Kroog Rosenberg, The Honest Company
Danielle Steinman, BOLD PR
646.214.5727 x110; Danielle@Boldpr.com