We’re sorry to burst the bubble but, a lot goes on behind the scenes of a beauty campaign to achieve an image of perfection.
Ultra-flattering lighting, professional photography, and a village of the best people in hair and makeup. Put simply: even the worst foundation can look fantastic in the hands of an expert. And that’s all before the post-production retouching!
Here to break the rules of a conventional beauty campaign is Zoeva, the beauty brand famous for its luxurious brushes. For its foundation debut, Zoeva eschewed professional makeup artists and instead, featured a diverse range of models who all did their own makeup for its Authentik Skin Foundation campaign.
“Zoeva was built on celebrating individual, authentic beauty. It’s in our heart to help women celebrate this too. What better way to bring this to life than for each of the 44 women featured to create their look themselves during the video shoot,” said Zoe Boikou, Zoeva’s founder and CEO.
While there’s still plenty of professional production involved (and admittedly, all the models had good skin), it’s refreshing to see a campaign taking a more real-life approach to beauty. After all, who among us have a glam team on standby?
We came for the campaign and stayed for the brilliant product. The foundation comes in 44 shades and promises a "natural luminous" finish with a lightweight formula. After trying it for ourselves, we can attest to the natural radiance it imparts when applied with a light hand.
Despite offering a decent amount of coverage, it doesn’t appear cakey after a long day and can easily be sheered out when applied sparingly with fingers. Skin also stayed hydrated and nourished thanks to the addition of rosehip oil in the formula. We predict this will be our go-to base come autumn!
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