In an increasingly crowded beauty market, brands are busy fighting for consumer air time, and video production company Saddington Baynes is helping push new ways of advertising, without using influencers as the first port of call.
So, how can CGI work for beauty brands, and how is it redefining the category?
Here, Cosmetics Business catches up with the Saddington Baynes' CEO Chris Christodoulou on how beauty is growing out of airbrushed models and how its inspiring a new generation in the category.
"From #ThisGirlCan to #FThePayGap, the world has seen a much-needed surge in women’s empowerment.
Nike has declared 2019 its ‘Year For Women’, while McDonald’s flipped their logo upside down to mark International Women’s Day.
Every industry has a different template, follows different guidelines, marketplaces and trends – but the message of women’s empowerment has unified them all.
The beauty industry must follow suit, or be left behind.