Beautycounter
As beauty brands competed for attention in an oversaturated category, BeautyCounter found an opportunity inside a growing cultural conversation around generational differences. SuperBloom transformed a social debate into a documentary-style campaign that united women across ages, and helped make Think Big All-In-One Mascara the brand's top-selling SKU.
BeautyCounter owned the Midwestern boomer mom market, but portfolio growth had stalled. To break through with Millennials and Gen Z, the brand couldn't just enter a saturated beauty category. Instead, it needed to feel inevitable from day one.
SuperBloom partnered with filmmaker and Creative Collective member Tiffany Francis, along with a diverse group of creators, to capture unscripted conversations between women across four generations.
A multi-stage production ran simultaneously across a two-day shoot: documentary film, product tutorials, stills, portraits, and behind-the-scenes content, all captured in parallel for every channel.
The result: 300+ assets fueling six months of campaign storytelling.
As The Gen Z vs Millennials vs Boomer culture battle took flight across social, there was space for BeautyCounter to be part of the conversation. We honed in on the idiosyncrasies that define different generations of women, turning them into opportunities to bring those generations together.
We created "Generational Beauty," a documentary-style campaign featuring real women across age groups discussing beauty, aging and self-expression. The mascara became the connective tissue, proving that while generations may disagree on almost everything, great products can still bring them together.
United generations through beauty
Turned tried-and-true beauty secrets into beauty bipartisanship.
CAST REAL CONNECTIONS, NOT CHARACTERS
we cast real relationships across generations and produced it like a documentary.
Turned one cultural idea
into a full-funnel system built to scale with 100+assets
Meet Me at The Mall
Making malls matter again.
