Adore Beauty launches its first campaign with help from Cummins & Partners

Online skincare and beauty retailer Adore Beauty has released its first ever brand campaign.

The campaign was created by Cummins & Partners after the agency won a competitive pitch for the campaign. The agency is responsible for both the media and creative execution.

Titled ‘Whatever makes you’, the campaign uses user-generated videos of women completing their skincare and makeup routine, despite all the distractions.

Dan Ferguson, CMO of Adore Beauty, said the brand had come to life in the campaign.

“We were impressed by the speed and the quality of the thinking from the Cummins & Partners team. ‘Whatever Makes You’ celebrates our culture, it’s something we can rally behind and that excites us,” Ferguson said.

Kate Morris, founder of Adore Beauty, added: “I’m so excited to see our brand brought to life in our first TVC. I’ve always believed that beauty should be something that makes you feel your best and that feeling should be accessible to everyone. This ad embraces real women and whatever makes them feel good.”

Kirsty Muddle, managing director at Cummins & Partners, said the campaign was turned around in 72 hours.

“Taking a successful business like Adore Beauty and delivering a first for them with respect to the Brand campaign, was a rare opportunity. It was also rare to do this with a new client, in 72hrs and in isolation. It’s proof once again that working in partnership with the Adore Marketing team and across creative and media means we can work faster and smarter,” Muddle said.

The campaign launched yesterday across free-to-air TV channels in Australia.


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