Beautycounter is a clean beauty brand that prides itself on being a leader in the industry. We were asked to highlight their commitment to safer beauty standards in a series of social films by highlighting their unique approach to safer ingredients, legislative advocacy, and ethical supply chain practices.
These films became an opportunity not only to communicate Beautycounter's core brand differentiator to potential customers, but also provide helpful beauty safety tips to a broader social media audience.
We created a visual system that allowed us to quickly create twelve Counterpoint films that addressed a range of issues from the use of industrial carbon black in mascara, to how most sunscreen is poisioning the earth's coral reefs. Each film ends with a "beauty moment", a scene of brand truth that prompts the viewer to see things differently and join the Beautycounter movement.