We were asked to create a set of printed playbooks to communicate and influence how beauty advertisers talk to their Facebook and Instagram audiences.

The beauty industry has experienced a shift. Today, its messages come not only from runways and glossy magazine spreads but from peers, networks and influencers. Now, most beauty conversations take place on mobile, and the design of the playbooks needed to reflect this.

Aiming to present Facebook and Instagram as the perfect canvases for beauty creativity, we used the current shift towards expressive beauty as the focal point of our guides. Our creative approach used stunning imagery, progressive make-up, bold colours and handwritten, graphic elements.

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