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TRACE took over a blank canvas, four storey, Victorian townhouse to promote the launch of HUDA Beauty’s #FauxFilter Luminous Matte Liquid Concealer and bring to life the brand’s Smashing Beauty Standards campaign.
UK press and influencers arrived at a dining room adorned with cream drapes, grecian busts, marble accents and softly played classical music to totally immerse attendees in the campaign across a breakfast and lunch.
Guests listened to Huda’s inspiring reasons behind the campaign, and her passion to redefine beauty, as they grazed on a menu with elements reflective of the core message; including a mini hammer to smash into the meringue dessert.
The campaign video was broadcasted at the end of Huda’s speech which showed how statues have been typically presented as the ideal beauty standard – and how we must now define our own – which perfectly led into the ‘surprise’ activity set up on the floor above.
Our statue-smashing studio was stationed on the third floor for all guests to explore throughout the day and delivered an unforgettable brand moment. This high impact activity allowed press and influencers to pick up a specially made-to-be-broken Grecian bust and throw it as hard as they could against the floor to smash into pieces. Complete with branded boiler suits, hard hats, glasses – and of course – a branded HUDA Beauty hammer; it made for show stopping social content.
The day ended with a mocktail party to continue to drive mass awareness and ensure Huda and Mona Kattan’s cult, and loyal followers, had the opportunity to meet the brand founders in real life. DJ Tara Kumar’s high energy soundtrack flowed through the venue as key beauty influencers and VIPs learned about the campaign message, got shade matched by experts and captured thumb-stopping creative content.

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