Getting Ready

Creative idea

The campaign was inspired by a striking statistic: 1 in 3 young women feel controlled by partners regarding makeup, yet most don’t see it as a red flag. The creative challenge was adopting a preventive approach, speaking before violence turns physical. We needed to raise awareness of behaviors still not culturally recognized as abuse—like control over makeup—and help women identify them as early warning signs. Another challenge was reaching women when they rarely seek help, offering support while they question their experience. Communicated through beauty’s visual and emotional language, the narrative felt relatable while revealing hidden control underneath.

Brand name: Sephora
Advertiser / client: Sephora
Product / service: Sephora
Campaign name: Getting Ready
Agency network: LePub Worldwide
Agency: LePub, Milan
Agency chief executive officer: Bruno Bertelli
Chief creative officer: Cristiana Boccassini, Mihnea Gheorghiu, Francesco Poletti
Creative director: Marie Poumeyrol
Copywriter: Alessandro Grillini
Account director (agency): Carlotta Grimi
Additional company: Creative Supervisor: Mattia Anelli, Andrea Zanino Digital Art Director: Madalena Goncalves Head of Strategy: Francesca Zedde Strategic Director: Iva Boksic Experience Strategist: Filippo Riccardi Data Strategy Director: Andrea Battista Sr. Digital Ethnographer: Alberto Mura Cultural Strategist: Federica Parisi Account Executive: Giulia Mariani Chief Production Officer: Francesca Zazzera Producer: Luana Stafile, Giada Sidoti Editor: Eleonora Cao, Tommaso Bianchi