N A T U R A L   I S   M A X I M A L 

IL Makiage // One Show Brief 

“Natural” makeup seems to be all the rage. Us Maximalists they call extra, or fake. Not that we pay attention to the commentary, but do our haters know that Nature herself is maximal? Being a maximalist is just as natural as blending in, and Il Makiage is here to make it known. #NaturalIsMaximal.

Art Directors: Morgan DeBrincat and Sarah Ruiz

Copywriter: Thaddeus (TJ) Beeker

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DIGITAL BOARDS 

Our digital boards will showcase maximalist looks spotted "in the wild," creating a sense of community in our naturally chic state. These peeks from around the city will be showcased on our social feed as well with the hashtag #NATURALISMAXIMAL encouraging fellow maximalists to brag about their natural looks. 

TOUCH UP SANCTUARY

To reach maximalists in the wild, Il Makiage will set up makeup touch-up "sanctuaries" in convenient locations throughout the city.

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