Zalando invests in inclusive beauty with new campaign

Published: 23-Apr-2019
Retail

‘Release your beauty’ launched across social media to build awareness of consumer individuality

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German e-commerce company Zalando has unveiled an ad campaign for its new beauty offer called ‘Release your beauty’.

It focuses on freedom, diversity and authenticity and features models of many different looks and ethnicities. 

The 60-second video, shot by Lauren Caris Cohan, shows the participants in a dressing room and uses a ‘hidden camera’ technique to show them performing their individual beauty routines. 

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In this exclusive interview, Cosmetics Business finds out from Zalando's lead buyer, Mark Tranter, the beauty categories he's backing and why he's backing a more inclusive beauty range

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