Beauty Pie has released its first TV campaign, which seeks to dispel common beauty myths.
The advert aims to strip back the usual high-budget glossiness of typical sector marketing conventions, and show how quality beauty products don't always need to have high price-points.
The campaign, which runs until 5 June, was ideated in-house and supported by production house Sticker Studios and media agency UM.
“Beauty Pie has established itself as a pioneer in cosmetics membership models and an innovator across digital channels,” said Mannie Khatkar, Client Partner at UM.
“We’re excited to partner with an entrepreneurial, fast-growing brand to engage with new audiences - especially those who aren’t so digitally savvy - as it continues to disrupt the beauty market.”
The campaign will primarily target primetime UK TV slots, including during Britain’s Got Talent.
Beauty Pie said TV marks the first part of its strategy to bring the digitally-native brand to a broader UK audience.
It plans to extend onto paid social across Pinterest and TikTok and potentially to out-of-home advertising later in the year.
