Adore Beauty launches new ‘Obsessed’ brand platform via Fabric
Leading beauty retailer Adore Beauty has unveiled its new brand platform, ‘Obsessed’, developed in partnership with strategic creative agency Fabric (part of TBWA Australia).
The platform celebrates the unabashed joy of a modern beauty obsession, positioning Adore Beauty as the trusted curator of high-performance beauty and wellness. It marks a new chapter for the brand as it continues to expand its presence across Australia through both digital and physical retail experiences.
The platform is grounded in an extensive strategic process led by Fabric, combining qualitative and quantitative consumer research to uncover the insights, behaviours and tensions shaping the modern beauty experience. The work revealed an archetype of consumer who is more invested in beauty and wellness than ever, yet increasingly overwhelmed by choice, misinformation and unrealistic standards.
‘Obsessed’ is Adore Beauty’s answer to this tension, championing the belief that seriously effective beauty shouldn’t come at the sacrifice of fun. It captures the passion, curiosity and self-investment that the brand shares with modern beauty consumers, carving out its authoritative, curation-led position in the market.
The campaign launches with a bold yet playful visual narrative across stills and motion, with hyperbolic and extreme scenarios designed to cut through the busy beauty space.
Says Keenan Motto, Creative Partner and Co-founder, Fabric: “We wanted to celebrate the self-obsession, self-adoration and self-improvement that comes from investing in your beauty and wellbeing.
“What we learned through the research is that customers are deeply invested in looking and feeling their best, but they’re also more time-poor and truth-poor than ever. They need someone they can trust to do the digging on their behalf. That’s where Adore Beauty plays a unique role.”
Says Anna Beaton, Head of Brand Strategy & Marketing, Adore Beauty: “We obsess over the nitty gritty of products, ingredients and regimes so our customers can obsess over how great they look and feel. Our passion for bringing customers the very best in beauty means we combine an unrivalled range with expert guidance, helping people navigate choice and unlock their own beauty potential.”
The launch marks a defining expression of Adore Beauty’s renewed visual identity, also developed by Fabric, as the brand evolves from e-commerce retailer to omnichannel beauty destination. It brings its expertise, curation and passion for beauty to customers across Australia through a growing national store footprint and distinctive new brand world.
Creative / Production Agency: Fabric (part of TBWA Australia)
Media Agency: Hearts and Science
Photographer: Jake Terry
DOP: Oliver Rose
Makeup: Kellie Stratton
Hair: Lok Lau
Manicurist: Cindy Vellis
Props/Sets: Nat Turnbull
Fashion/Accessories: Bridie Gilbert