Macy’s urges women to find their beauty with new online video series

By Kyle O'Brien | Creative Works Editor



Creative Works article

April 17, 2018 | 4 min read

Macy’s Beauty is helping customers look and feel their best in their own skin and adopt the hottest trends with a new series of online videos titled ‘Deeper Beauty.’

The campaign aims to encourage women everywhere to ‘find your beautiful, inside and out’ and celebrates every varied expression of beauty through stories and videos that tell the honest experiences of different women today.

The new online campaign, produced by Macy’s agency BBDO New York, showcases how inner and outer beauty can align to create a feeling of empowerment and confidence. A release states that the campaign is “driven by Macy’s belief in the embrace of all types of beauty,” and it “reminds women that true beauty is more than skin deep – it is about overcoming judgment, accepting oneself, and being inclusive of all expressions and routines, no matter how minimal or bold.

Macy's Beauty campaign

Macy's Beauty campaign, Deeper Beauty

Led with a 60-second video featuring an original poem written by Pavana Reddy, the campaign includes a five-part longer-form interview series hosted by writer Heben Nigatu. The video sequence follows the stories and deeper meaning of beauty from the view of five different women, including an acclaimed chef, designer, artist and entrepreneur, software developer, and film director, who all speak candidly on their routines and what role beauty plays in their lives.

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“Our customers want the best brands, services and experiences when they’re shopping for beauty, whether it is online or in store, and whether they are looking for the latest trends or their go-to product,” said Nata Dvir, general business manager of Macy’s Beauty. “We want them to know that Macy’s Beauty offers all of that and more – a breadth of options to help all women find their beautiful, from morning to evening and bedtime, too, no matter how minimal or complex their beauty routine. Through our always expanding product assortment, fun content, and unparalleled number of signature services, we are giving shoppers a new level of experience and an opportunity to engage, play and discover new favorites.”

In addition to growing and curating the beauty selection to include the most noteworthy brands, Macy’s is also changing the way customers experience beauty in stores and online, promoting the changes with the hashtag #macysbeauty. It’s an effort to keep the brand top of mind even as it continues to close stores around the nation.

See the video series by clicking on the Creative Works box below.

Macy's: Deeper Beauty by BBDO New York

By Macy's

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