04.30.18
Real Techniques has launched a new global campaign, 'Set Your Makeup Free.' It aims to 'help beauty consumers experience makeup like never before,' the brand says.
Real Techniques' co-founders, Sam and Nic Chapman of Pixiwoo, say they want to "help consumers understand how choosing and using the proper makeup tools is integral to unlocking the true power of makeup -- and setting it free."
The brand has launched the #RTtoolup movement on social media. The campaign intends to inspire, not prescribe, what the definition of beauty means to each individual by encouraging the creative exploration of makeup tools, trends and techniques.
To kick off the campaign, the Chapmans are partnering with The Future Laboratory, a strategic foresight consultancy; and Kathy Phillips, beauty expert and former Beauty Director for Conde Nast Asia Pacific and British Vogue. The partners will explore "how emerging macro trends impact beauty, and the innovation that develops within it."
These macro trends inspired the Chapman sisters to create beauty looks for the campaign. Each trend has a dual beauty look - a high impact style for the 'runway' and equally intriguing look for the 'realway.'
The key looks were unveiled at an exclusive Global Press Launch Event in Soho, London. The trends unveiled were:
- Gender Blur: Defined features come together to form a dramatic, sculpted look which celebrates strength, spirit and authenticity
- Neo-Creative Expression: Super pigmented swatches of colour transform areas of the face into a statement of confidence and personal power
- Hyper-Real: Virtual meets reality; online meets offline. A futuristic beauty look with limitless luminosity
- People and Power: Vibrant shades and abstract shapes on a matte canvas takes a stand and sparks conversation
- Pursuing Purity: Delicate materials in a multi-dimensional formation celebrates the wonder of natural beauty
- Retro-Gradient: Modern interpretations and techniques transport nostalgic makeup trends to the here and now - and beyond
- Sensory Augmentation: Dramatic contrast between textures and pigments provides a sensory overload
Tiffany Kurtz-Sewall, global marketing director at Paris Presents Incorporated, comments: "High quality, custom cut tools set makeup free, and with the right education and inspiration, they have the power to help you nail every look, from flawless to mind-blowing. Beauty should be unscripted but inspired..."
