Blending creativity with diversity

Defining beauty, without boundaries

Wanting to take a stand against the judgements that many people face for their personal beauty choices, bold cosmetics brand, Sleek MakeUP, needed to bolster their feminist and diversity credentials and simultaneously drive sales among their millennial fan base.

The Insight

‘Makeup shaming’ - making someone feel ashamed or guilty for wearing or enjoying makeup - is a rising trend resulting in people feeling judged for their personal beauty choices.

The Big idea

We united Sleek’s values with Cosmopolitan’s highly influential brand personality and voice, to deliver a powerful digital and social campaign at scale with Cosmopolitan’s expansive audience reach. We devised the 'My Face, My Rules' campaign enlisting Sleek's own diverse real-people fan base that included men, women and drag queens to break down issues and stereotypes around all genders using makeup.

The 'My Face, My Rules' attitude was delivered across Cosmopolitan's platforms via original video content that built engagement, capturing how people of all genders and colours use Sleek MakeUP, and showing how the company stands up for everyone's right to define their own beauty, without boundaries.

The stars of the videos, were unapologetic about their artistry and originality. The video cinematography was bold, brave and demanded attention. The creative, colourful style matched Sleek's brand ethos and appealed to the Cosmopolitan demographic.

Sleek and Cosmopolitan's commitment to creativity and diversity paid off. We delivered a highly engaging campaign that smashed Hearst's own digital benchmarks. The campaign created a buzz in the industry, winning the Magnetic Spotlight Award, 'Best Use of Digital'.

  • Men
  • Millennials
  • Women
  • Fashion & Beauty
  • Health & Fitness
  • Lifestyle
  • Advertising
  • Data & Insight
  • Experiential
  • Purpose
  • Cosmopolitan

The reach of Cosmo’s audience allowed us to connect with 16-24 year-olds in environments they spend a lot of time in, and talk to them with relevance and authority. The seamlessness of the partnership was also highlighted by the organic editorial support from the Cosmo team.

Claire Boulton, Marketing Manager for Cosmetics and Accessories (UK & ROI), Walgreens Boots Alliance

The Results


higher CTR from Instagram


higher VTR from our Snapchat takeover


Facebook engagements


of audience took action


of Facebook comments were positive


increase in brand favourability