We had a challenge – shift Sportsgirl, Australia's iconic fashion brand to become a beauty destination where lipsticks were more than an afterthought.

Beauty was bravely brought to the forefront on and offline. A new campaign, vloggers and how-to tutorials with industry experts were featured on a dedicated Instagram channel and website hub and in store make up tables made way for an experience that would get the most beauty-savvy of customers blushing.


 Liberty Magazine Beauty Department Store


Comms strategy
Creative direction
Content creation
In-store activation




"This day has been in the making for the past two and a half years and it is so exciting to see it all come together. My vision was to always have a serious beauty business, and when I say serious I mean it from a credibility, quality and range perspective. The brand still embodies Sportsgirl's signature of fashion and fun, as well as flexibility and nimbleness; this is our uniqueness. The Sportsgirl brand is about understanding ours girls' way of life and we know that beauty is a huge part of it."
-Colleen Callander, CEO, Sporstgirl
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