CONTEXT

Monoprix "Beauty Week" 2023: 360° Integrated Campaign and Art Direction elevating the brand’s beauty universe.

Monoprix is a leading French retailer, known for its premium "everything under one roof" approach.

Every year, Beauty Week is a major commercial operation and a high-profile campaign. The challenge was to reinterpret the brand codes once again for a core target audience of women aged 35-60, while also reaching a younger demographic.

CREATIVE STRATEGY

Beauty at Monoprix intergenerational— a story of family and sharing.

We featured different generations from one family, sometimes of different origins, brought together by their shared love of beauty.

The campaign tells the story of rarely represented people, such as a senior woman with her mixed-race teenage granddaughter.

THE RESULT

This sense of togetherness and genuine connection is strikingly visible through the physical closeness and radiant smiles of the two protagonists, who perfectly embody the campaign's target audience.

For the still-life visuals, the concept of sharing is represented by hands holding the products. Assumed minimalism reinforces the power of these images.

High-contrast visuals bursting with color, unretouched wrinkles, bold makeup looks on both the senior woman and the teenager, and 'hero' product packshots: Monoprix’s Beauty Week is just like the brand itself—unapologetically vibrant.

• Art Direction: Eugénie Greffin & Mylène Allard
• Photographer: Eugenia Sierko
• MUA: Eva Cisse
• Stylist: Victorien Noel

TOOLS & STACK

Adobe Photoshop & Indesign.