The concept generated discussion. We could tell not only because of the media coverage, but also because we received entries from more than 100 professional directors and screenwriters who wanted to take part in the project.

The films’ premieres in the chain’s stores across Russia were spectacular events. There were announcements and reports about the premieres on TV, the radio, in the press, and online. One film was televised as New Year’s Eve content. The number of visitors among the target increased 30.4%, buyers increased 206.6%.

To win the audience’s trust, we would have to start a dialogue with them, treat them as equals, be a sincere, emotionally engaged friend. We realized that the traditional channels would not work. To celebrate women, we decided to make films. About women. Without mentioning the client’s brand. So they would trust us.The image campaign became a series of short films in different genres. Screenplays were based on true stories about women, their joys and concerns. Three films were shot for the first flight. How could a film make the target fall in love with a brand without mentioning it?

We decided to organize the premieres in stores. This is where the cinematic media mix came in: film posters, invitations to premieres in glossy magazines, radio and stores, reports in the media from the set, a specially created web portal. Everything worked toward promoting the films.

Ile de Beaute, a Russian cosmetics chain with more than 100 stores, decided to conduct an image campaign after years of silence. We had to come up with a message that would win women’s trust.Unlike their American and European counterparts, Russian women did not take part in the struggle for feminism. They were given equal rights under Soviet law, but Russia’s deeply traditional society was not ready for that. As a result, a Russian woman’s life endlessly alternates between challenges and solutions. She has to work, manage the home, raise children, and look great, without asking for help, sympathy, admiration, or anything else in return. That’s not fair.

Each woman has a unique beauty, personality, and destiny. It doesn’t matter if she is funny, sad, scatterbrained, or adventurous. We understand and value of each woman, because each is uniquely beautiful. Hence our creative concept: “Because it’s me.”