In recent years, many skin care bands have jumped on the bandwagon of “natural beauty” as the only real kind of beauty. But kojie.san, ever the maverick of the category, understood that beauty is self-determined, and its creation is entirely up to the individual. The Command Beauty tagline and campaign were written to inspire a break with standards, natural or otherwise, and encourage bold self-expression beyond trend, beyond judgment.
Work: 360º Thematic Campaign
Category: Personal Care / Beauty