The story of
post-lockdown beauty

Post-covid once the high street opened again, TK Maxx had shelves upon shelves of stunning new beauty products to sell. High-end, high desire, high everything brands that were aching to be taken home and given some loving. But to do that, the brand needed a campaign to encourage customers to emerge from their post-lockdown beauty hibernation. But the brief wasn’t to do a gentle, typical beauty campaign, it was to do a rallying cry, a proper call to arms.

IDEA
It had been a tough few months. We spent most of our time at home, our lives turned upside down and  self-care went out the window with any sort of beauty routine becoming a challenge. Argh. So the idea was to create a campaign full of cheeky va va voom….asking customers to not just look good again, but to look better, bolder, savvier and sassier than ever before. To dare to play again. We called it ‘Beauty. Back with a vengeance.’ This campaign showed up as social posts, on digital screens across high streets and in TK Maxx stores and was also later extended as a Grazia magazine double page spread.

Social/DOOH/Print/In-store
Role: Freelance Senior Copywriter
Agency: TK Maxx (In-house), London