Due to the powerful influence of orthodox opinion leaders, Russians largely espouse traditional, highly conservative views on many social issues.

Vivienne Sabó is the first beauty leader to publicly challenge these conservative views and take the stance on this extraordinarily sensitive topic by encouraging a public discussion on social media. The brand is all about freedom of speech and personal expression. And encourage to shine bright and not be embarrassed about it.

Vivienne Sabó successfully competes with global brands such as L'Oreal Paris and Maybelline.

Due to the powerful influence of orthodox opinion leaders, Russians largely espouse traditional, highly conservative views on many social issues. The policy is encouraged by the state media and government actions. As a result, many international beauty brands adapt their ads to the views of conservative majority.

Instead of encouraging the freedom of choice and personal expression, beauty industry in Russia encourages and promotes the harmful sociocultural stereotypes.

Vivienne Sabó enjoys customer loyalty not only through the combination of affordable price and high quality.

Vivienne Sabó also participates in brand activism taking a firm stand on the most urgent problems facing the Russian society, aiming to help solve them. Every piece of communication Vivienne Sabó treats as an opportunity to speak out loudly about certain social tensions & issues.

Brands' open position challenges the Russian conservative society and the beauty industry itself, and inspires people to never be afraid to be who they truly are.

The target audience of Vivienne Sabó is females, age of 18-35. Cosmetics is a way of self expression for her. The audience has positive views toward brands that raise social issues and help to solve them (IPSOS data).

Gender stereotypes are highly prevalent in the Russian society.

Brand reminds us that besides else, cosmetics can also be a driver of social change. Cabaret Premiere mascara is chosen to be the hero product that breaks stereotypes. It is a famous and iconic product, #1 mascara in sales in Russia (Nielsen data).

Youtube was used as an important social media known to encourage public debate and discussion of sensitive issues.

Vivienne Sabó released a video manifesto about freedom of self expression.

The concept of manifesto was inspired by the drag queen culture, where male artists perform in extravagant female outfits with bright makeup.

Only progressive media and bloggers In Russia have courage to discuss this issue. Beauty brands completely bypass this topic: a year ago, an international cosmetics brand decided not to take any risks and simply "cut out" a male make-up blogger from ads for Russia.

To implement the idea, we teamed up with the Chicken Curry team. They are known for challenging accepted norms and trying to teach society treat different forms of self-expression positively on YouTube.

The music video manifesto was a core of the campaign. The creative team took inspiration from brands mission and put a new twist on meet-the-parents dinner situation. The video was promoted via social media and Chicken Curry channel on Instagram.

The video-manifesto achieved 6.5 million views and was in YouTube trending list for 2 days.

Despite its long length average viewing depth was 70% it's 2.5 times higher than YouTube benchmarks

Viewers supported the brand’s bold stance: 400 000 reactions to the video (likes, comments, reposts) and 13 500 posts from users mentioning the brand and the video.

The viral effect provided an additional reach of 16 million people (earned media),

which increased the media effect of the campaign by 3.5 times.

The advertising campaign was noticed and covered by state media.

People appreciated the brand's campaign not only with online reactions.

Cabaret Premiere mascara showed an 11.7% increase in sales in stagnant market, and its brand awareness increased by 7%.

Most important that millions of people have seen that it is possible to be yourself, to be different... Change your views

Commercial for beauty brands in Russia is always the same.

A perfect female-model who throws expressive glances and with one wave of long eyelashes fights an invisible "opponent" on the spot. This accompanied by a description of the new mascara formula and the shape of the brush that make eyelashes so expressive.

Beauty industry in Russia promotes the harmful sociocultural stereotypes - Instead of encouraging the freedom of choice and personal expression

Vivienne Sabó was the first brand in Russia to openly and loudly declare a different position, appealing for a change of views on the right of everyone to be free in self-expression. Inspired not to hesitate to be bright and visible.