What's Happening?
Ipsy has unveiled its 'I Play Beauty' campaign, aiming to redefine beauty practices as a sport and subculture. Collaborating with Adolescent Content, the campaign targets Gen Z and millennial consumers who view beauty as a craft requiring skill and dedication. The initiative features a 90-second hero spot showcasing individuals engaging in beauty routines in everyday settings, emphasizing the notion of beauty as a practiced skill. Ipsy's chief marketing officer, Stacey Politi, highlights the campaign's goal to celebrate beauty enthusiasts who treat it as a creative outlet.
Why It's Important?
Ipsy's campaign reflects a shift in how beauty is perceived, moving away from traditional notions of vanity to recognize it as a legitimate skill akin to sports. This approach taps into the growing trend among younger consumers who invest time and effort into perfecting beauty techniques. By framing beauty as a sport, Ipsy aligns itself with the evolving cultural landscape where beauty routines are shared and celebrated online. This strategy not only broadens the appeal of beauty products but also positions Ipsy as a forward-thinking brand in the competitive beauty industry.
What's Next?
Ipsy plans to continue rolling out content throughout the year, focusing on real beauty hobbyists rather than polished models. The campaign will leverage digital platforms like YouTube, TikTok, and Instagram to reach audiences where beauty culture thrives. As the campaign progresses, Ipsy aims to further integrate beauty into mainstream culture, potentially influencing how beauty products are marketed and consumed. The ongoing content will likely explore deeper narratives around beauty as a sport, fostering community engagement and brand loyalty.
