Heavy Makeup

Finnish people are metalheads. Now this passion has taken a new form as this spring’s makeup tutorials are served as metal music with K-Citymarket’s Heavy Makeup songs. Featuring four fierce female vocalists, the Heavy Makeup campaign wants to combat stereotypical portrayals in makeup marketing.

For decades, advertising has promoted stereotypical portrayals of women. Even in Finland, a country that tops global rankings in gender equality. Because of this, K-Citymarket, the biggest supermarket chain in Finland, launched Heavy Makeup, a new type of beauty portfolio centered around women’s empowerment and Finland’s favorite music genre.

At the core of the campaign are four unique heavy metal songs, each representing their own beauty routine and metal sub genre, from glam and hyperpop to power and even death metal. The songs feature strong female lead singers who put their unique fingerprints on each song and work as a soundtrack for uniquely Finnish #GetReadyWithMetal beauty tutorials.

Heavy Makeup EP on Spotify: https://open.spotify.com/album/1EReUlElxCj9467XX57cYM