NYX Professional Makeup praises makeup as a marker of one’s identity with the launch of the “True ID Card: ID cards that truly represent you”. Created by Buzzman, the campaign exposes a society that is still plagued by norms.
Launched on social on December 13th, the campaign has reached over 1 million organic views in less than 24 hours.
Some people still see make-up as a way to camouflage, to pretend to be someone else, to put on a mask. Something superficial. But for a majority of the Gen Z, make-up is all about reflecting their true-selves. They don’t wear makeup to hide, but to reveal. They don’t wear make-up for others, but for themselves. They don’t wear make-up to change, but to stay true to who they are.
Isn’t it time for them to be true to their identity, down to their IDs.
This is why NYX Professional Makeup is inventing and distributing ‘True ID Cards’ so that everyone can finally own their true identity.
NYX Professional Makeup has decided to talk about the all-important subject of inclusivity and so called ‘conformity’ in our society, through a film starring Bilal Hassani, an artist and public figure with over 3M followers on their social media. Often attacked or even bullied for their non-conformity, Bilal is the perfect embodiment of the cause.
In the film, directed by Charlotte Abramow, Bilal Hassani find themselves in a photobooth, full of enthusiasm at the idea of having their ID picture taken. An enthusiasm that quickly turns to sour disappointment when they realize they have to strip away everything that makes them unique, everything that makes their identity.
NYX Professional Makeup encourages those who want to find and keep that uniqueness to create their own True ID Card, breaking off from any social-conforming norms, on the trueidcard.nyxcosmetics.fr website.
The one-minute film launched on social media on December 13. To kick-start the campaign, a teaser phase took place on December 12, in which influencers went as far as to change their profile pictures to conform to society’s norms and standards.
Client: NYX Professional Makeup
Brand Director NYX Professional Makeup France Margo Larrieu
Communication & Digital Director – American Brands L’Oréal Clotilde Caille
Communication Director NYX PM Sarah Kanapa
Managing Director Céline Derian
President and Executive Creative Director Georges Mohammed-Chérif
Managing Director Julien Levilain
Art Director Margaux Hontang
Copywriter Melvin Berréhouc
Junior Art Director Camille Barudoni
Junior Copywriter Chloé Ducrocq
Associate Director Julien Liberge
New Business Ava Séguéla
Account Director Alice Lemmet
Head of Strategic Planning Clément Scherrer
Strategic Planning Alexandre Honoré
Account Manager Barbara Georget
Head of Social Media Pierre Guengant
Social Media Consultants Juliette Batte, Elisabeth Royo & Justine Clergé
Head of PR & Communication Paul Renaudineau
PR & Communication Manager Marie Smid
Head of Production Vanessa Barbel
Producer Morgane Gaspar
Producer Assya Mediouni
Producer Chiara Prol
Production Big Productions
Director Charlotte Abramow
Producer Arthur Catton
Sound Production THE
Music composer Julien Neufond
Photographer Charlotte Abramow