Beauty
Focallure
Two make-up lines built into one library — enough for the shelf, the product page and the feed.
- Art Direction
- Product Photography
- Lifestyle Photography
- Social Film
The Brief
Innovex built Focallure's beauty content library in a single pass: set still-life, worn shots on a studio sweep, lifestyle on location, vertical key visuals and a social film — one body of work made to hold the shelf, the product page and the feed.
The Approach
We cast a hijab look and a bare-shoulder look inside the same set-up, on the same light, so the campaign reads as one thing rather than two versions of itself.
What we did
The execution.
01
Art Direction
Two grounds held across the whole body of work: a mirrored red table under slat light for the lip line, a cool neutral sweep for the worn shots, so packshot and portrait read as one brand.
02
Product Photography
The lip line stacked, lined up and stood on the mirror with the shade codes turned out; the setting spray in beaded water, flat on a pool surface, and spraying from the hand against a dark ground.
03
Lifestyle Photography
The spray taken out of the studio, onto a towel at the shoreline and a side table beside a lounger, and shot in late daylight rather than under a key.
04
Key Visuals
Vertical layouts that set the range under its campaign lines, with the claim ladder composed beside the bottle for the product page.
05
Social Film
A vertical Lip Lacquer film cut across two casts and two grounds: the portrait, the swatch macro, the shade on the mouth, the close on the wordmark.
Focallure · Beauty Product & Campaign Based
The creative.
Made for shelf, page and feed
Focallure · Film
The film, edge to edge.
What we did for Focallure
One team, 2 disciplines.
Creative Production
Creative direction and content that brings the brand to life.
Social
The always-on channel presence.
Tell us what you need — we'll pre-fill the rest.
Work with us like Focallure didOne mirror, one sweep, one shoreline.
Next case study
A body-care range built entirely in CGI — every Nyssa bottle, and every world it stands in, modelled from the pack artwork.
See project