H&M Beauty Make Up Stories

Ever wonder why it’s called makeup? It’s because you’re supposed to make it up as you go. And with every stroke of lipstick, blush and mascara, you’ve got the power to Make Up Stories. For the launch of our global H&M Beauty campaign, we let the unique features of four brand new mascaras lead the way in our storytelling.

For Max Drama Lash that meant low angles and intense posing. In common for all images and visuals was the simple yet bold world that heros H&M Beauty’s white, black and signature red.

Reformulated. Reimagined. Ready to Make Up Stories. Renowned makeup artist Raoúl Alejandre created all the looks featured in the campaign.

We took the news of the launch to the streets with custom newspaper totes. Encouraging everyone to get the full beauty scoop at the nearby H&M flagship store.