Dreamscape
A campaign for R.E.M. Beauty.
Brief
Differentiate R.E.M. Beauty in a crowded market of celebrity beauty lines.
Insight
Gen Z consumers want immersive and experiential campaigns that bring products to life. Success hinges on creating authentic and memorable brand connections.
Campaign
The R.E.M. Beauty “Dreamscape” campaign celebrates individuality and self-expression. The campaign invites consumers to immerse themselves in a dreamlike world where makeup becomes a tool for creativity and empowerment.
The campaign includes OOH advertising in New York, an immersive Dreamscape virtual reality pop-up in Central Park, and digital content like "Dream Diaries" with Ariana Grande.
OOH Billboards
Social Media Advertisements
Event Flyer
Copy
Dreams aren’t just figments of imagination. They’re the very essence of our existence. Fantasies come to life, beauty knows no bounds, and every product unlocks the magic within.
We’re so excited to share more about the magic of R.E.M. Beauty. Creating R.E.M. Beauty has been a deeply personal and creative process for us. From the very beginning, we knew we wanted to create a brand that was more than just makeup – we wanted to create an experience, a journey into the realm of dreams and self-expression. We spent countless hours brainstorming, experimenting with formulas, and fine-tuning every detail to ensure that each product reflects the essence of dreams and empowerment. From our celestial-inspired eyeshadow palettes to our luscious lipsticks, every product in the R.E.M. Beauty lineup is like a little slice of magic. For example, when we set out to create the perfect lip gloss, we knew we wanted to combine the luscious shine of a gloss with the plumping power to give you that irresistible pout. So, Ariana and our team got to work, experimenting with different formulas and ingredients until we found the perfect combination.
R.E.M. Beauty is more than just a collection of makeup. It’s about embracing your dreams and celebrating your individuality. We’re spilling the tea on our favorite makeup looks created with R.E.M. Beauty – straight from Ariana herself! Ariana and her special guests share how they embrace their uniqueness in Ariana’s “Dream Diaries.” Ariana’s go-to look is all about that signature glam with a dreamy twist. Her flawless base is thanks to the sweetener foundation, which is available in 50 shades. She loves rocking a soft, smoky eye using shades from the midnight shadows eyeshadow palette, paired with a bold winged liner. And of course, she finishes off her look with a swipe of the plumping lip gloss.
As for Sabrina Carpenter, she’s all about embracing her inner goddess with a fresh, dewy look that screams ethereal beauty. She loves a pop of color on the cheeks with the eclipse blush & lip stick. She completes her look with a coat of the flourishing volumizing mascara.
P.S. … Be sure to mark your calendars because R.E.M. Beauty is coming to Central Park on May 18th for an immersive Dreamscape Virtual Reality Pop-Up Event. From interactive beauty tutorials to behind-the-scenes glimpses into the creative process, this event promises to be an experience you won’t want to miss. Click the flyer below to RSVP. See you there!
Follow us at @rembeauty for more Dreamscape content from Ariana and friends!
Key Takeaways
Designing immersive experiences that resonate with Gen Z’s preference for interactive and memorable brand engagements.
Differentiating a brand by highlighting its unique story and personality.
*Disclaimer: Not affiliated with R.E.M. Beauty. All trademarks used are the property of their respective owners, and their use here does not imply endorsement.