Too Faced partnered with creator Amanda McCants to produce a short film that leans into the brand’s heritage with long-form video content. The campaign centered around a tongue-in-cheek nod to the brand's iconic Born This Way franchise tagline: “Go Ahead and Lie, Tell Them You Were Born This Way,” which emphasizes the incredible performance the concealer is famous for. Our objective with the campaign was to magnify our storytelling capabilities and leverage humor, an important elemtn of our brand DNA, to excite existing customers, while engaging with new audiences.
Too Faced sought to go back to its roots of embracing long-form content, shifting away from recently popular short-form ads in favor of more a engaging, narrative-driven format--which we are finding is resonating at a deeper level with consumers. The campaign's central focus was to create more meaningful connections that expand beyond the typical beauty product showcase by leveraging storytelling and using comedy as the connecting theme throughout. Our stratregy revolved around tapping into the power of a niche creator, in this case Amanda McCants, who is known for and revered for her comedic approach on social media. By partnering with McCants, we were not only able to tap into her dedicated following, but also capitalize upon her organic comedic persona to highlight the more playful side of our brand personality.
Our Tea With Too Faced campaign reached over 24M viewers across TikTok, Meta, and YouTube – with over 2M views on our short film. The campaign also drove +4.6% awareness lift and +50% search lift of "Too Faced Concealer" and +20% search lift for “Too Faced".
