"Face the Runway" Olay’s Face Anything Campaign Launch Activation
Women are 30% more likely to have their personalities critiqued—making them feel uncomfortable in their own skin. (This was especially true of our new millennial target.)

So, to help inspire more women to feel confident in their skin, we challenged 19 fearless women to walk a typically-critical NYFW runway makeup-free after using our products for 28 days.

Face the Runway—a first-of-its-kind makeup-free, judgement-free, fashion-free NYFW runway show—had the models walk against a backdrop that allowed a specially designed-dress to blend in so they could stand out.

My Roles
Concept Development, Copywriting, Creative Direction

Project Recognition
ElleEssenceGlamourShapeToday, Teen VogueWomen’s Wear DailyPeopleForbesBustleRefinery 29Daily MailYahooYahoo LifestyleBNStyle

The Runway
Built in a way that allowed the models to spend the most amount of time front and center, our runway gave each woman a custom intro video that featured a makeup-free photo, an audio recording of them standing up to critisim, and their “too” statement.

The Lounge
Outside of the runway, we designed the entire lounge space to be Instagrammable—with each section as photoworthy as the next. It served as a reception area and a place to watch the live stream. 

The Lounge
Selfie Station
A built-in photo opp that featured some of the most common criticisms women get everyday and a chance to write-in their own.

The Lounge
No-Makeup Station
We also gave away t-shirts that let guests wear the most common “too” statements loud and proud. But, first, they had to go makeup-free, too.

The Lounge
28-Day Challenge Station
Guests had the chance to take their own 28-day Challenge with a free product giveaway, and take picture in front of a faux Instagram post built with the actual products.