STAND THE F*CK OUT.
I love a bold spoken brand that owns their tone of voice.
Il Makiage, a New York-founded make-up company, launched in the UK last year.
I ordered a concealer from them. Why? I was taken in by their instagram advertising. Their imagery, messaging and their audacious attitude.
I opened the packaging and it was like lifting the lid off a copywriter’s dream. Inside the box said:
UNTRADITIONAL.
UNCOMPROMISING.
UNDENIABLY EXTRA.
“F*ck me”, I thought: “You’re speaking my language.”
The market is awash with brands, especially in the cosmetics industry.
Those that survive will be those that stand out. That speak out. That dare to be different.
Words are everything (I’m biased), but it takes a team of extraordinary creative folks to speak to a chosen audience. And when it works, it really works.
Bloody good make-up too!
*this is not an ad.
*just speculatively, how much would Il Makiage pay me if it was??