Julep
“Throw Anything At Me”
Julep wanted to establish its belief that beauty should be a judgment-free experience that empowers women to put their best foot forward in bold new way.
To create empathy around this audience, I conducted a national online survey of American women 18-44. Our goal was twofold: to understand the primary role that makeup and skincare play in their lives, and identify this group’s most frustrating challenges.
This research inspired the campaign idea, “Throw Anything at Me.” We know challenges confront women all day long. What we don’t know is that they use makeup as armor, which makes them feel emboldened to take on anything that comes their way.
