Soft’Lit Launch
FENTY BEAUTY
Creative Director
I developed and sold through the core concept. I led Creative from pitch through production.
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CHALLENGE:
Soft'Lit was Fenty Beauty's biggest launch since the brand first broke the industry in 2017. We needed an expectation-breaking launch worthy of the moment.
INSIGHT:
Today's beauty influencers don't just want a great product reveal. They want to be taken inside a whole world built around the product.IDEA:
We cracked open Soft’Lit and took fans into the golden hour bottled within.
An immersive lighting installation time-lapsed through every shade of Golden Hour, from radiant day to the warmth of sunset to the glimmer of night.
Bathed in this glow, guests journeyed through every facet of the formula. They entered through a towering bottle silhouette, passed through a tunnel of dripping, glowing liquid, grabbed drinks at a themed bar, matched their Soft'Lit shade, and got a full glow-up with expert makeup artists.
Custom bottle charms and matching Soft'Lit nail charms, captured in a mani-cam, gave guests something to take with them and a reason to share.
When the lighting descended into "night," Rihanna stepped in and brought the glam.
Soft’Lit is golden hour in a bottle. And we made sure you could feel it whether it was daylight or midnight.
