Sunshine teamed up with Zalando in late 2018 to launch their exciting new beauty offering, ‘Unleash your Beauty’. The campaign celebrates individuals who express their personality and make-up preferences no matter their age, gender or social conventions. It encourages everyone to unleash their inner beauty, embrace a love for individuality and liberate themselves from any expectations.
Directed by Lauren Caris Coha in London across four days, it showcases a selection from the vast range of make-up, skincare, haircare and wellness products available on Zalando through a TV spot which celebrates the transformative powers of individual beauty rituals.
The campaign was captured in a secret camera stunt. Stars were invited to a conventional shoot where they were asked to carry out their own beauty preparations. So they went about their everyday rituals without knowing the film would just focus on these, and not the photo shoot itself.
Featuring a mix of agency and street-cast models, including top model Nadine Leopold, as well as Influencers like Anuthida Ploypetch, the cast reflects a mould-breaking and diverse modern beauty look.
“With the “Unleash your Beauty” campaign we wanted to show that true beauty starts when we stop caring about what others think and begin with our own self-care.”
Jonny Ng, Director Marketing Strategy & Campaigns
The campaign is live in Germany, Austria, Poland, France, Italy, Belgium, Denmark and Sweden – sent out for all to see on TV, out of home, digital campaign and print advertising.
Dedicated launch events will be held in the local markets and all assets – and activities – will be live on the dedicated Instagram account @zalando_beauty.
Lauren Caris Cohan
Photographer: Felicity Ingram
Stylist: Natasha Wray
Make-up artist: Ninni Nummela
Hair stylist: Paul Donovan