Edgars Beauty needed to set African beauty free. We created: “I’MPERFECTION” – a rebranding that celebrated the African beauty story. The campaign was spearheaded by ordinary South Africans – those whose social voices were far greater than their social following.

All of them took to social to share their unique point-of-views on beauty, create tutorials and post exclusive content to their contemporary African audience.

The campaign consisted of…

A branded film which spearheaded the campaign. The film celebrated and highlighted the perfect imperfections of South Africans – delivered through live-recorded messages, shot on 16mm and 8mm film.

Influencer-made content born from the film and designed for social. The content included make-up tutorials, body positive messages, defiant beauty statements, personal stories and more. 

Original Social Interviews Around Beauty – Each featured South Africa – ranging from a radio host to a powerful woman with alopecia – delivered their message to the country through immersive interviews. 

We made the all of influencers’ beauty looks shoppable - directing our audience in-store and to e-commerce, with bespoke guides that turned culture into sales.ATL bolstered the campaign giving it broader reach.