BBDO's 'Deeper Beauty' Campaign For Macy's

Macy’s is out with its latest work from BBDO New York, which it hired as its new creative agency last August. 

The campaign, called “Deeper Beauty” focuses on the retail giant’s vast line of beauty products through a series of videos that explore an array of beauty routines and the products and services that the company offers to fulfill those routines. 

The retailer says the campaign is designed to showcase “how inner and outer beauty can align to create a feeling of empowerment and confidence.” The videos include the tagline “find your beautiful, inside and out.” 

The videos include a 60-second anthem spot with an original poem written by Pavana Reddy, as well as  a longer-form interview series hosted by writer Heben Nigatu. The interview/profile pieces focus on an acclaimed chef, designer, artist and entrepreneur, software developer, and film director, who speak about their routines and what role beauty plays in their lives. 



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The campaign aligns with some new in-store elements the company is implementing to enhance its Macy’s Beauty offering including new displays that allow customers to check out beauty products in a more "open" environment. According to the retailer the new in-store approach makes comparing and discovering new products easier and allows customers to shop in a variety of ways (on their own, with an advisor or just browse).  These in store layouts highlight tips and looks from the latest beauty trends featured in Macy’s Presents The Edit. Shoppers can also discover “Beauty Advisor Picks” and customer favorites. 

In select stores, customers can try on products virtually with YouCam Makeup magic mirror kiosks, where customers can use selfies to virtually try on more than 250 makeup products, including top Millennial brands such as Benefit, NYX, Tarte, Urban Decay, and Too Faced.

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