World Duty Free is part of the Dufry Group, a leading travel retailer based in Switzerland with more than 60 years of travel retail experience. The stores sell products including liquor, fragrance and skincare, from brands including Clinique, Clarins, Absolut and Jägermeister.
To create a series of tutorial videos with make-up artist Harriet Hadfield to promote a selection of cosmetics brands including Clarins, Lancôme and Benefit Cosmetics. The team at World Duty Free were keen to mix up the style of the tutorials from a previous campaign they had run that felt outdated.
We produced tutorial content across three seasons and each time we took a different creative approach in order to keep the content fresh. We worked closely with make-up artist Harriet Hadfield and the World Duty Free social team to develop a series of on trend make-up looks with highly searched key words to ensure the content was as effective and optimised as it could be. The looks included; Sunset Eyes, The Minimal Look and Natural Dewy Glow. Producing make-up turotial content requires a real understanding of the make-up process, how long looks will take and the impact of each make up look on the models. Our experience as content producers enabled us to schedule realistically and manage client expectations to ensure enough time was allocated to each look. Our motion design team created a visual language for the videos by mirroring the effect of an old style airport flip timer, using this technique across the titling and lower thirds in the videos.