II Makiage Supports Makeup Maximization

II Makiage is taking on the cosmetic trend towards fresh-faced no makeup with the beauty brand's “Rules for Behaving at the Annual Holiday Party” that includes heavy doses of makeup.

The creative, developed with agency Huge, features "Riverdale" actress Madelaine Petsch as she purposely forgoes female etiquette such as dressing modestly and applying makeup at the dinner table. 

The content is being distributed on Petsch’s social platforms, a strategy that seems to be working. The video and photo that are at the core of the campaign have already received 2.5 million and 2 million Likes, respectively, via her Instagram account.



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