the situation  

The foundation category was in decline, weighed down by myths and fears that it harmed skin or made you look fake. 

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the insight 

Wearing foundation felt like wearing a mask. Gen Z was redefining beauty from “being your best self” to “being yourself."  Hiding pores, texture, or blemishes clashed with their desire for authenticity. 

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the strategy

Prove that foundation that fits well won’t mask you, it’ll enhance the real you.

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the idea

Fail-proof foundation fit for all. 

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results 

Maintained our position as the #1 foundation in the world, grew the category.