Best General Interest Online Video

For beauty and cosmetic brands, Condé Nast’s Allure.com, Style.com, Glamour.com, and Self.com brands are second to none. When Mary Kay came to Condé Nast, the team developed an integrated program featuring a comprehensive print campaign and online video units to tell the Mary Kay brand story. The team designed the program to appeal to Condé Nast’s makeup-tip-hungry audience and secured well-known beauty blogger Sunnie Brook Jones to showcase a full range of Mary Kay products.

The lifestyle video diary showcased a typical day in the life of Sunnie Brook and housed 4 additional how-to videos where Sunnie gave a step-by-step tutorial on how to get the Luxury Eye look, the Rosey Posey look, an Evening Look and more with Mary Kay products. The branded online videos took on an established voice of authority balanced with a feminine, successful spirit. That combination made for the perfect marriage of Mary Kay’s aesthetic with Condé Nast’s renowned beauty brands. The lower-thirds of the screen were leveraged to provide additional product highlights and the transitions were designed to boost branding.

These videos each provided substantial content on makeup application, and, considered together, covered a range of day and night looks designed to satisfy the pickiest of beauty lovers. Readers could share on Facebook and visit Marykay.com for more details. This ad elegantly packed a tremendous amount of useful cosmetic content into a small space, giving the target exactly what they look to Self, Allure, Style and Glamour for: discerning beauty advice.

Contributors:

CONDE NAST

Location: USA