Global beauty brand Bobbi Brown Cosmetics has unveiled #LONGWEARLIFEPROOF, a user generated content-driven campaign created to celebrate the launch of the brand’s new Long-Wear Eye Collection, featuring some of the world’s greatest female extreme athletes.
As the first prestige color cosmetics brand to partner with extreme athletes as brand ambassadors in the social/digital space, Bobbi Brown Cosmetics will partner with four decorated and GoPro-sponsored athletes with diverse specialties: American World Cup alpine ski racer and Olympic Gold Medalist Julia Mancuso; halfpipe snowboarding Olympic gold and silver medalist and three-time Olympian Hannah Teter; World Surf League (WSL) Longboard Champion and professional surfer Kelia Moniz; and world record BASE jumper Roberta Mancino. Each of these pretty powerful women embodies strength, confidence and courage and serves to build awareness around the idea of “life-proof” beauty.
Acting as brand ambassadors with a global reach in the millions, each athlete will capture raw footage of themselves in their sport wearing Bobbi Brown Cosmetics Long-Wear makeup. Outfitted with a GoPro camera, the women will ski (Julia), snowboard (Hannah), surf (Kelia), and BASE jump/shark dive (Roberta) showcasing how they live life to the extreme and how–throughout it all–their Long-Wear makeup remains water-proof, smudge-proof, sweat-proof, and above all, life-proof. By leveraging their unique talents, #LONGWEARLIFEPROOF intends to prove that Long-Wear makeup can push the limits just as these real women athletes do, and just as real women do in their daily lives. Moreover, in giving the athletes an opportunity and platform to share their stories, the campaign also aims to celebrate the idea that female athletes do indeed care about beauty and the role that makeup plays in further boosting their confidence.
“I have always loved and admired athletes, and I find these four women to be extraordinarily admirable and unique,” said Bobbi Brown, Makeup Artist, Founder and CCO of Bobbi Brown Cosmetics, “They are strong, determined, passionate and confident in who they are and what they do. There is nothing more beautiful or inspiring. I’m honored they will get to share their beauty stories with our brand followers while also showing firsthand how our Long-Wear makeup can stand up to even the most extreme of lifestyles.”
#LONGWEARLIFEPROOF content will live on a campaign dedicated landing page on BobbiBrownCosmetics.com, and link out to the Bobbi Brown Cosmetics YouTube channel. Content will also be shared socially, across the brand’s Instagram (@BobbiBrown), Twitter (@BobbiBrown) and Facebook (Bobbi Brown Cosmetics) platforms and on each of the four athletes’ personal social media accounts with a focus on YouTube and Instagram: @juliamancuso, @hannahteter, @keliamoniz, and @mancinoroberta.