No Catch

Today, Beauty Pie, the disruptive direct-to-consumer beauty brand, unveiled "No Catch", their new creative proposition highlighting their accessibility compared to other prohibitively expensive luxury beauty brands that 'cut you out.' The campaign runs for six weeks from today and leverages TV and OOH to broaden reach and amplify awareness and consideration.

Beauty Pie, known for challenging traditional beauty norms, has crafted a product-led creative execution that departs from conventional beauty advertisements that promise unattainable perfection. Instead, Beauty Pie aims to connect with consumers by presenting an authentic and relatable depiction of its quality products at affordable prices.

Created in-house, "No Catch" promotes the brand's commitment to high-quality luxury products sourced from the best beauty labs from around the world. Whether it's "perfect Italian lipsticks, gentle Japanese cleansers, or deluxe Swiss serums," Beauty Pie rewards its members with direct access to the best products at factory prices.

Bountiful Cow has devised a media strategy that defies more conventional media outlays for beauty brands. In its first campaign since winning the account in April, the agency is leveraging the unparalleled brand growth potential offered by TV and Outdoor channels to drive immediate results while securing future expansion in terms of awareness and consideration. By partnering with ITVX, the campaign aligns with their summertime hit TV show, Love Island, capturing the attention of a broad audience and presenting opportunities for positive wastage among younger, beauty-conscious shoppers.

For the OOH drive, Beauty Pie goes against industry norms by diverging from the conventional practice of aligning with retail environments. Instead, the brand takes a bold approach by exclusively utilising digital formats, ensuring prime ad placements within premium environments. To maximize reach, Beauty Pie targets rural areas, connecting with its audience where they reside. Additionally, the campaign targets key rail environments, catering to commuters and further amplifying the frequency of exposure.