H&M Beauty invites the world to Make Up Stories in global campaign by B-Reel

Ads, Business, Creativity, Marketing

Creative agency B-Reel has created a striking and bold new campaign for H&M Beauty to support the global relaunch of its makeup range and celebrate the retailer’s new partnership with renowned makeup artist Raoúl Alejandre.

The campaign Make Up Stories, which will break for AW23, has a double meaning. With this line, B-Reel and H&M Beauty wanted to evoke both the power makeup yields to craft your own story, as well as cements how makeup is the start of every big and memorable moment, with the intent to inspire beauty lovers everywhere to start their own storyline. 

B-Reel, the international agency headquartered in Stockholm, has approached the 360 campaign with a social first mindset through and through. With bold, expressive and attention grabbing visuals, the film and key visuals puts the makeup range in a simple yet bold world that hero H&M Beauty’s white, red and black signature colours.

Drama and attitude are drawn into the films and still images through the models’ expressions, pops of colour and unexpected angles all inspired by the creative and expressive names of the products, which for the launch highlights 4 different styles of Mascaras – Volume Icon Lash, Max Drama Lash, Never-Ending Lash, and Forever Curled Lash – all with their individual characteristics and lash defining properties. 

Renowned makeup artist Raoúl Alejandre, has created all the featured looks in the campaign but also appears alongside the models in several executions, ranging from TikTok videos and behind the scenes interviews that reveal his beauty secrets and tips.

The relaunch of the makeup range intends to bring H&M Beauty back to its roots of offering high-quality must-have products at high street prices. The packaging has also been revamped, with H&M’s signature crimson reserved for the most iconic products, including the Volume Icon Lash mascara. More products will be launched throughout 2024 together with Raoúl Alejandre.

Make Up Stories will appear on out-of-home, digital out-of-home, online, social media and in stores across 40 markets.


Agency B-Reel

Chief Creative Officer Zack McDonald

Creative Directors Afshin Moeini, Christian Poppius

Design Director Gustav Stockman

Sr. Motion Designer Andreas Godwin

Designer Sofi Faxling

Junior Creative Anna Zetterlund

Junior Creative Sofie Edman

Brand Director Caroline Deas-Ehrnvall

Producer Hannah Håål

Sr. Strategist Thomas Eon

Strategist Juviann Cuevas

Production Co Lund Lund

Director Johnny Kangasniemi

Photographer Zoe Kovacs

Executive Producer Cornelia Opitz & Jenny Pihl (Madre Pictures)

Producer Camilla Geijer (Another Production)

DoP Erik Broms

Editor Johan Söderberg 

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.