A cult favourite, perfected

The challenge

Collection Cosmetics tasked us with relaunching its iconic Lasting Perfection Concealer through a fully integrated campaign. After 16 years, the cult favourite formula still held strong recognition and trust with consumers. But new packaging and a built-in sponge applicator had upgraded how the product looked, felt, and performed.

The relaunch had to celebrate the product’s evolution without losing what made it iconic, helping it stand out in an oversaturated beauty market while driving consideration for the wider Collection brand and footfall to Boots and Superdrug stands.

The approach

The product remained iconic. The experience evolved. ‘Perfection, Perfected’ became the campaign platform, celebrating a cult favourite that now felt even better to use. Messaging focused on softness and application through lines like ‘Bounce, Blend, Blur’, while ‘Your Day One for Every Day’ nodded to the product’s long-standing following.

The new sponge shaped the entire creative direction. Soft gradients, tactile textures and clean compositions mirrored the bounce and blend of the product itself. We used blush-pink tones, giant beauty blenders made in-house and soft styling to create a campaign world that felt effortless.

Working with Collection’s Real-Life Beauty Cast, we planned and delivered a bespoke beauty shoot spanning styling, hair, makeup and nails, through to photography, prop sourcing and set design. The photography balanced confident beauty looks with natural, expressive portraits, keeping the product visible without overpowering the imagery.

The one-day shoot generated a flexible bank of stills, motion assets and animations for the wider campaign rollout. Assets appeared across paid social, paid search, DOOH, and digital retail placements, including in-store screens in Boots stores nationwide.

The results

‘Perfection, Perfected’ reintroduced a cult product in a way that felt fresh, recognisable and relevant to both loyal customers and new audiences. The campaign generated significant paid search and social impressions, increased visibility across retail environments and drove footfall to Boots and Superdrug stands.

By evolving the product experience without losing what consumers already loved, the campaign strengthened consideration for both Lasting Perfection and the wider Collection brand.