#BeautyExplorers in Berlin with Photographer Mihaela Noroc
OPPORTUNITY
Philips Global aimed to reposition its women’s beauty portfolio from a secondary player to category leader, applying its proven men’s grooming model to engage a newly identified customer segment through digital-first storytelling.
CHALLENGE
- Navigating a highly saturated women’s beauty market with entrenched competitors
- Understanding and addressing complex, evolving beauty preferences
- Translating Philips’ tech-focused brand equity into authentic beauty credibility
PROCESS
Working with Philips’ social team, we uncovered a defining human insight: women’s relationships with beauty evolve continuously over time, through a journey of self-discovery. That understanding reshaped how Philips approached female personal care, moving the conversation beyond traditional product- or media-led portrayals of beauty.
SOLUTION
We partnered with The Atlas of Beauty photographer Mihaela Noroc, whose work aligned with the brand’s belief in beauty as an evolving, deeply personal journey. That partnership became the foundation of #BeautyExplorers, a digital-first influencer platform that shifted the brand narrative from product-led messaging to intimate, human stories, captured through real women discovered and cast on the streets of Berlin.
RESULTS
30+ GLOBAL MARKETS unified under a single, resonant message
38% INCREASE in brand recognition across key markets, surpassing all targets for the U.K. and Ireland
SPARKED organic conversations about beauty that extended beyond traditional brand engagement
TRANSFORMED Philips’ position from beauty outsider to authentic voice in women’s personal care
INDUSTRY
Health and Beauty
ROLE
ECD/Creative Lead: Client Sell-Through, Concept, Copywriting, Production
DELIVERABLES
Full-Funnel Digital Campaign, Experiential