Engine Group has launched an innovative campaign for Brazilian Beauty aimed at giving women the confidence to Believe in Beautiful.

The new direction is part of a drive to position the brand as more than a waxing and tanning service.

Engine Group managing director, Tim Weger, said, “There are so many ways Brazilian Beauty helps women feel better about themselves – so it was important to shift the focus from specific products and services to an emotional platform.”

Central to the new campaign is a TVC that films various women reflecting on what they see in a two-way mirror. Without a word spoken, it captures moments of insecurity, discomfort and acceptance. As the supers explain, the message is: Look in the mirror. That’s your competition.

An interactive version allows online viewers to take the Mirror Test for themselves – utilising a computer’s webcam to display their ‘reflection’ onscreen.

Rather than use typical models to represent the brand, a nationwide social media-led campaign was launched, inviting everyday women to be one of the new faces of Brazilian Beauty.

After receiving hundreds of video entries – in which applicants were asked to explain what beauty means to them – six finalists aged 13-61 were selected to be photographed by the world-renowned Israel Rivera for a campaign that includes Adshels, billboards, online and retail press.

Engine creative director Kory McAvoy said, “Every aspect of this campaign is about confidence – encouraging people to embrace their own kind of beautiful and believe in themselves. We can’t change who we are. But we can change the way we think and feel about ourselves.”

Credits
Creative Agency: Engine Group
Tim Weger – Managing Director
Kory McAvoy – Creative Director/Senior Creative
Ken Roney – Creative Director/Senior Creative
Mark Smith – Senior Writer
Gaby Bush – Writer
Sarah Deery – Account Director
Sarah Ferguson – Account Director
Eloise Eagles – Account Manager
Graphic Designer – Megan Le-Nguyen
Graphic Designer – Suvi Tikka
Senior PR Account Manager – Lily Lovell

Stills & Mirror Video Content: Agent K Creative
Israel Rivera – Photographer
Katrine Bowman – Producer

Music: Jarsonic
Composer – Raf Mikolajczyk
Producer – Daniel Gatland

Video Production – Brand Content:
Editor – Ricky Marks

Video Production – Mirror Content:
Editor – Annika Salisbury

Video Production – Keziah Content:
Director & Editor – Phoebe Galloway

Digital Production – Niche Studios
Developer – Mikael Wedemeyer
Digital Developer – Lachlan Arthur