Let's Be Honest
- The Honest Company
GS&P partnered with the Honest Company to launch the Honest Beauty brand campaign. The beauty category seemed to have only one definition of what it is to be beautiful. We didn’t buy that at all. This led to a movement in which women were invited to share their own expressions of beauty using #LetsBeHonest.
“Lots of beauty brands are trying to dictate what is and isn’t beautiful. But why don’t we get women to tell us?” said Margaret Johnson, executive creative director. “We don’t wear makeup just because we’re going to work—sometimes we wear makeup because we don’t want our boss to know we’re hungover. We don’t wear makeup just because we’re going out—sometimes we wear makeup to make an ex jealous. #LetsBeHonest celebrates all the honest reasons behind why we create our own looks, and soon they’ll be showcased in the world’s first honest look book.”
The project was a wonderful opportunity for us to partner creatively with Jessica Alba and the rest of the Honest team, to build on the success of the Honest Company and to break into the beauty category.
Together we can evolve the definition of “beautiful,” if we even need one.
Released: November 2015