Looks that are born in the free, metropolitan lifestyle of the streets of Manhattan have always been the driving force behind an authentic and individual urban look. This fact was to become the international key message in the brand relaunch. As one of the best-selling cosmetics brands in Germany, MANHATTAN wanted to adapt its brand charisma to a contemporary urban naturalness, trend-conscious, aesthetic and away from superficial glossy perfection.
Five strong, individual and authentic characters from social media, fashion and music as testimonials, supported by a further cast of credible protagonists, lead the campaign in an overarching campaign spot in vignette look. Following on from this, below-the-line spots continue the story in terms of style and visuals and provide additional information about specific products in order to push them via social media with influencer statements and exclusive, authentic content.