Kinney Beauty: Itty Bitty Beauty Committee
Goal? To create an awareness campaign designed to showcase the awesome selection of beauty products under Kinney Drugs’ whole new sub-brand Kinney Beauty.
In charge of the promotional rollout was Judy Cowden, Senior Director of Marketing at Kinney Drugs. Her vision was simple: Create an “Itty Bitty Beauty Committee” of “real women” shot documentary-style as professional hair and makeup artists teach them tips using products carried by Kinney.
To up the ante, Judy also wanted a full year of content.
To bring her vision to life, our approach was multi-layered: create enough seasonal content for social, TV, and print.
HOW?
Recruit every day women, pull together a team of make-up artists, videographers and still photographers, as well as sound and set designers. And oh yeah, and plan, manage, and direct said approach.
Check, check, and check!
We found our 9 “real woman” at a slumber party sponsored by a local radio station (yep, you read that right) after they signed up for screen tests. Women chosen, the launch was a go!
HOW?
Recruit every day women, pull together a team of make-up artists, videographers and still photographers, as well as sound and set designers. And oh yeah, and plan, manage, and direct said approach.
Check, check, and check!
We found our 9 “real woman” at a slumber party sponsored by a local radio station (yep, you read that right) after they signed up for screen tests. Women chosen, the launch was a go!
HOW?
Recruit every day women, pull together a team of make-up artists, videographers and still photographers, as well as sound and set designers. And oh yeah, and plan, manage, and direct said approach.
Check, check, and check!
We found our 9 “real woman” at a slumber party sponsored by a local radio station (yep, you read that right) after they signed up for screen tests. Women chosen, the launch was a go!
HOW?
Recruit every day women, pull together a team of make-up artists, videographers and still photographers, as well as sound and set designers. And oh yeah, and plan, manage, and direct said approach.
Check, check, and check!
We found our 9 “real woman” at a slumber party sponsored by a local radio station (yep, you read that right) after they signed up for screen tests. Women chosen, the launch was a go!
SPRING
One bright Sunday, our women came together for a brunch-n-learn beauty retreat.
As our ladies dined on fresh strawberries, eggs Benedict, and mimosas, our crew of professional makeup artists taught them how to apply and use their favorite beauty products for spring weather.
And yes, how to make a perfect eye wing was learned by all.
Using custom-built mirrors we could shoot video through, the women applied makeup using the techniques they just learned.
Later, in solo interviews, we captured answers to questions like, “What’s your favorite product and why” and “What’s the most beautiful thing about your mother?”
Et voila!
Sweet video content for the season was captured, resulting in a Mother’s Day’s TV spot for Kinney Drugs, and social media content for Kinney Beauty.
SPRING
One bright Sunday, our women came together for a brunch-n-learn beauty retreat.
As our ladies dined on fresh strawberries, eggs Benedict, and mimosas, our crew of professional makeup artists taught them how to apply and use their favorite beauty products for spring weather.
And yes, how to make a perfect eye wing was learned by all.
Using custom-built mirrors we could shoot video through, the women applied makeup using the techniques they just learned.
Later, in solo interviews, we captured answers to questions like, “What’s your favorite product and why” and “What’s the most beautiful thing about your mother?”
Et voila!
Sweet video content for the season was captured, resulting in a Mother’s Day’s TV spot for Kinney Drugs, and social media content for Kinney Beauty.
SPRING
One bright Sunday, our women came together for a brunch-n-learn beauty retreat.
As our ladies dined on fresh strawberries, eggs Benedict, and mimosas, our crew of professional makeup artists taught them how to apply and use their favorite beauty products for spring weather.
And yes, how to make a perfect eye wing was learned by all.
Using custom-built mirrors we could shoot video through, the women applied makeup using the techniques they just learned.
Later, in solo interviews, we captured answers to questions like, “What’s your favorite product and why” and “What’s the most beautiful thing about your mother?”
Et voila!
Sweet video content for the season was captured, resulting in a Mother’s Day’s TV spot for Kinney Drugs, and social media content for Kinney Beauty.
SPRING
One bright Sunday, our women came together for a brunch-n-learn beauty retreat.
As our ladies dined on fresh strawberries, eggs Benedict, and mimosas, our crew of professional makeup artists taught them how to apply and use their favorite beauty products for spring weather.
And yes, how to make a perfect eye wing was learned by all.
Using custom-built mirrors we could shoot video through, the women applied makeup using the techniques they just learned.
Later, in solo interviews, we captured answers to questions like, “What’s your favorite product and why” and “What’s the most beautiful thing about your mother?”
Et voila!
Sweet video content for the season was captured, resulting in a Mother’s Day’s TV spot for Kinney Drugs, and social media content for Kinney Beauty.
SUMMER
The hot weather months led us to the Adirondacks where we took over an entire resort for a weekend of content wrangling. We staged buildings, dodged the rain, wiped pollen from our lenses, and wrapped everything up for Kinney Beauty’s summer makeup, hair, and nails content, as well as a touching Father’s Day spot for Kinney Drugs.
FALL
As it got chillier, we focused our efforts on promoting the Cancer Society while pampering women going through treatment. Needless to say, we ended up with some pretty touching content.
SUMMER
The hot weather months led us to the Adirondacks where we took over an entire resort for a weekend of content wrangling. We staged buildings, dodged the rain, wiped pollen from our lenses, and wrapped everything up for Kinney Beauty’s summer makeup, hair, and nails content, as well as a touching Father’s Day spot for Kinney Drugs.
FALL
As it got chillier, we focused our efforts on promoting the Cancer Society while pampering women going through treatment. Needless to say, we ended up with some pretty touching content.
SUMMER
The hot weather months led us to the Adirondacks where we took over an entire resort for a weekend of content wrangling. We staged buildings, dodged the rain, wiped pollen from our lenses, and wrapped everything up for Kinney Beauty’s summer makeup, hair, and nails content, as well as a touching Father’s Day spot for Kinney Drugs.
FALL
As it got chillier, we focused our efforts on promoting the Cancer Society while pampering women going through treatment. Needless to say, we ended up with some pretty touching content.
SUMMER
The hot weather months led us to the Adirondacks where we took over an entire resort for a weekend of content wrangling. We staged buildings, dodged the rain, wiped pollen from our lenses, and wrapped everything up for Kinney Beauty’s summer makeup, hair, and nails content, as well as a touching Father’s Day spot for Kinney Drugs.
FALL
As it got chillier, we focused our efforts on promoting the Cancer Society while pampering women going through treatment. Needless to say, we ended up with some pretty touching content.
WINTER
Come holiday season, we rented a wedding venue to capture all the sparkle and shine the season is known for. Unfortunately, Robyn also captured a broken ankle the night before the final shoot. Missing that last step on her back stoop was a doozy.
No matter, Robyn was not flustered.
“Robyn’s unflappable. Even when she’s broken her ankle in the middle of a shoot. She is the calm in the middle of all of it all.”
Collaborator Julie Briggs Leone
Red Shoes Marketing
The content was beautifully documented while Robyn directed from a stool in a sea of monitors. End result? A library of holiday themed “Itty Bitty Beauty Tip” videos for Kinney Beauty’s social media.
“My boss told me to ‘elevate beauty in a big way’. Challenge accepted, achieved, and I’d say exceeded. Much of that has to do with Robyn.”
Client Judith Cowden Senior Director Of Marketing,
Kinney Drugs
After a year’s work to build the new brand, Kinney’s Judith Cowden had this to say, “Robyn was instrumental (bordering on super-human) in bringing amazingly complicated projects to life. In the end, we had a perfect sub-brand that lives on with the ability to repurpose this content in so many ways, and – bonus! – we had an absolute BLAST creating it.”
WINTER
Come holiday season, we rented a wedding venue to capture all the sparkle and shine the season is known for. Unfortunately, Robyn also captured a broken ankle the night before the final shoot. Missing that last step on her back stoop was a doozy.
No matter, Robyn was not flustered.
“Robyn’s unflappable. Even when she’s broken her ankle in the middle of a shoot. She is the calm in the middle of all of it all.”
Collaborator Julie Briggs Leone
Red Shoes Marketing
The content was beautifully documented while Robyn directed from a stool in a sea of monitors. End result? A library of holiday themed “Itty Bitty Beauty Tip” videos for Kinney Beauty’s social media.
“My boss told me to ‘elevate beauty in a big way’. Challenge accepted, achieved, and I’d say exceeded. Much of that has to do with Robyn.”
Client Judith Cowden Senior Director Of Marketing,
Kinney Drugs
After a year’s work to build the new brand, Kinney’s Judith Cowden had this to say, “Robyn was instrumental (bordering on super-human) in bringing amazingly complicated projects to life. In the end, we had a perfect sub-brand that lives on with the ability to repurpose this content in so many ways, and – bonus! – we had an absolute BLAST creating it.”
WINTER
Come holiday season, we rented a wedding venue to capture all the sparkle and shine the season is known for. Unfortunately, Robyn also captured a broken ankle the night before the final shoot. Missing that last step on her back stoop was a doozy.
No matter, Robyn was not flustered.
“Robyn’s unflappable. Even when she’s broken her ankle in the middle of a shoot. She is the calm in the middle of all of it all.”
Collaborator Julie Briggs Leone
Red Shoes Marketing
The content was beautifully documented while Robyn directed from a stool in a sea of monitors. End result? A library of holiday themed “Itty Bitty Beauty Tip” videos for Kinney Beauty’s social media.
“My boss told me to ‘elevate beauty in a big way’. Challenge accepted, achieved, and I’d say exceeded. Much of that has to do with Robyn.”
Client Judith Cowden Senior Director Of Marketing,
Kinney Drugs
After a year’s work to build the new brand, Kinney’s Judith Cowden had this to say, “Robyn was instrumental (bordering on super-human) in bringing amazingly complicated projects to life. In the end, we had a perfect sub-brand that lives on with the ability to repurpose this content in so many ways, and – bonus! – we had an absolute BLAST creating it.”
WINTER
Come holiday season, we rented a wedding venue to capture all the sparkle and shine the season is known for. Unfortunately, Robyn also captured a broken ankle the night before the final shoot. Missing that last step on her back stoop was a doozy.
No matter, Robyn was not flustered.
“Robyn’s unflappable. Even when she’s broken her ankle in the middle of a shoot. She is the calm in the middle of all of it all.”
Collaborator Julie Briggs Leone
Red Shoes Marketing
The content was beautifully documented while Robyn directed from a stool in a sea of monitors. End result? A library of holiday themed “Itty Bitty Beauty Tip” videos for Kinney Beauty’s social media.
“My boss told me to ‘elevate beauty in a big way’. Challenge accepted, achieved, and I’d say exceeded. Much of that has to do with Robyn.”
Client Judith Cowden Senior Director Of Marketing,
Kinney Drugs
After a year’s work to build the new brand, Kinney’s Judith Cowden had this to say, “Robyn was instrumental (bordering on super-human) in bringing amazingly complicated projects to life. In the end, we had a perfect sub-brand that lives on with the ability to repurpose this content in so many ways, and – bonus! – we had an absolute BLAST creating it.”
WINTER
Come holiday season, we rented a wedding venue to capture all the sparkle and shine the season is known for. Unfortunately, Robyn also captured a broken ankle the night before the final shoot. Missing that last step on her back stoop was a doozy.
No matter, Robyn was not flustered.
“Robyn’s unflappable. Even when she’s broken her ankle in the middle of a shoot. She is the calm in the middle of all of it all.”
Collaborator Julie Briggs Leone
Red Shoes Marketing
The content was beautifully documented while Robyn directed from a stool in a sea of monitors. End result? A library of holiday themed “Itty Bitty Beauty Tip” videos for Kinney Beauty’s social media.
“My boss told me to ‘elevate beauty in a big way’. Challenge accepted, achieved, and I’d say exceeded. Much of that has to do with Robyn.”
Client Judith Cowden Senior Director Of Marketing,
Kinney Drugs
After a year’s work to build the new brand, Kinney’s Judith Cowden had this to say, “Robyn was instrumental (bordering on super-human) in bringing amazingly complicated projects to life. In the end, we had a perfect sub-brand that lives on with the ability to repurpose this content in so many ways, and – bonus! – we had an absolute BLAST creating it.”
