C Suite enlisted to create Designer Brands Cosmetics’ latest ‘I Design Me’ campaign

C Suite founder David Nobay has combined with leading Australian cosmetics brand, Designer Brands Cosmetics to produce the brand’s new, innovative campaign ‘I Design Me’.

With the tagline ‘Real Designer Cosmetics at Real People Prices’, Nobay’s concept features eight everyday Australians from all walks of life who celebrate the diversity and authenticity for which the brand is known.

Says Amanda Connors, global chief marketing officer of Total Beauty Network, the company behind Designer Brands Cosmetics: “Designer Brands cosmetics are for real, everyday people and our community was the inspiration behind the brand-new Designer Brands’ campaign.

“Through the I Design Me campaign, David Nobay has captured our community in a fun, powerful way and helped us bring it to life in ways we never thought possible.”

Nobay says that the ‘I Design Me’ campaign reflects the vibrant tapestry of our community: “Designer Brands Cosmetics was created as a more affordable, more inclusive antidote to the cookie-cutter, over-priced hype of classic designer- endorsed cosmetic brands. So, our marketing needed to be equally as embracing of real individuals and their personal spin on their own style. For me, ‘I Design Me’ is a war-cry for every charismatic, eccentric, authentic individual who already has the confidence to know what a perfect face looks like on their own unique shoulders.”

To cast the talent and bring the campaign to life, DB Cosmetics partnered with leading modelling agency Bella Management to host a national model search focusing on diversity.

Conceived and implemented by communications agency effie&co, the unique model search encouraged people aged over 18 of all sizes, identification, ethnicity and ability to apply. Eight winners, selected from over 700 entries from around Australia, were selected to star in DB Cosmetics ‘I Design Me’ campaign reflecting the diversity of Australians and the Designer Brands’ customer.

The winners and new campaign were revealed at an event in Sydney attended by media, influencers and trade.

Says Effie Young, director, effie&co: “We wanted a novel way to cast the diverse talent to appear in ‘I Design Me’ that would also create a compelling PR campaign in its own right.

“The DB Cosmetics x Bella Unsigned Model Search ticked all these boxes and also tied beautifully into the ‘real people’ positioning of DB Cosmetics.”

Kaz Kingdon Productions was responsible for production while renowned photographer Simon Upton shot the campaign.

The ‘I Design Me’ campaign will initially launch as a paid digital campaign, kicking off from October, with plans to expand to outdoor and other platforms next year.

Client: Designer Brands Cosmetics
Creative Director: David Nobay
Production House: Kaz Kingdon Productions
Photography: Simon Upton
Make up: Pinky
Hair: Koh
Styling: Jana Pokorny
Motion: Ed Triglone
Talent: DB Cosmetics x Bella Unsigned Model Search winners
Public Relations and Events: effie&co