Make Up Stories

Agency: B-Reel


Creative agency B-Reel has created a striking and bold new campaign for H&M Beauty to support the global relaunch of its makeup range and celebrate the retailer’s new partnership with renowned makeup artist Raoúl Alejandre.

The campaign Make Up Stories, which will break for AW23, has a double meaning. With this line, B-Reel and H&M Beauty wanted to evoke both the power makeup yields to craft your own story, as well as cements how makeup is the start of every big and memorable moment, with the intent to inspire beauty lovers everywhere to start their own storyline.

B-Reel, the international agency headquartered in Stockholm, has approached the 360 campaign with a social first mindset through and through. With bold, expressive and attention grabbing visuals, the film and key visuals puts the makeup range in a simple yet bold world that hero H&M Beauty’s white, red and black signature colours.

Drama and attitude are drawn into the films and still images through the models’ expressions, pops of colour and unexpected angles all inspired by the creative and expressive names of the products, which for the launch highlights 4 different styles of Mascaras - Volume Icon Lash, Max Drama Lash, Never-Ending Lash, and Forever Curled Lash - all with their individual characteristics and lash defining properties.

Renowned makeup artist Raoúl Alejandre, has created all the featured looks in the campaign but also appears alongside the models in several executions, ranging from TikTok videos and behind the scenes interviews that reveal his beauty secrets and tips.

The relaunch of the makeup range intends to bring H&M Beauty back to its roots of offering high-quality must-have products at high street prices. The packaging has also been revamped, with H&M’s signature crimson reserved for the most iconic products, including the Volume Icon Lash mascara. More products will be launched throughout 2024 together with Raoúl Alejandre.

Make Up Stories will appear on out-of-home, digital out-of-home, online, social media and in stores across 40 markets.

This professional campaign titled 'Make Up Stories' was published in Sweden in October, 2023. It was created for the brand: H&M, by ad agency: B-Reel. This Integrated medium campaign is related to the Beauty industry and contains 3 media assets. It was submitted 6 months ago.


Agency B-Reel
Chief Creative Officer Zack McDonald
Creative Directors Afshin Moeini, Christian Poppius
Design Director Gustav Stockman
Sr. Motion Designer Andreas Godwin
Designer Sofi Faxling
Junior Creative Anna Zetterlund
Junior Creative Sofie Edman
Brand Director Caroline Deas-Ehrnvall
Producer Hannah Håål
Sr. Strategist Thomas Eon
Strategist Juviann Cuevas
Production Co Lund Lund
Director Johnny Kangasniemi
Photographer Zoe Kovacs
Executive Producer Cornelia Opitz & Jenny Pihl (Madre Pictures)
Producer Camilla Geijer (Another Production)
DoP Erik Broms
Editor Johan Söderberg


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