Bloomingdale’s Beauty Campaign

Work done for MullenLowe Dubai

Drawing upon nature,

the “Beauty Inspires Beauty” Campaign.


Bloomingdale’s Dubai beauty department was getting tired of the same old visual clichés of smiling women traditionally used for beauty campaigns. The theme they wanted to explore for the season was nature – nature being the ultimate standard of beauty.

The challenge I was presented with was to still show a closeup of a face in order to communicate beauty immediately, while finding a way to bring home the concept of nature in an engaging way. The solution was to use half a face instead, leaving me with room to play with different iterations of beautiful nature creations, and draw the similarities between the two.

Initially presented campaign concept

Chosen option and campaign roll out