Petra Cuschieri

Shake Up Your Makeup Branding

Branding for Shoppers Drug Mart's beauty campaign, Shake up Your Makeup.


Fall beauty campaign for Shoppers Drug Mart. Shake Up Your Makeup encourages the consumer to take a seat with a beauty expert and try something new, with a focus on on-trend makeup looks in 5 pillars: eye, lip, face, fragrance and nails.


With clean and contemporary branding, and a black and white colour palette, the featured look of each piece becomes the focal point, whether it is a bold red lip, jewel tone eye, or hot pink nail. The geometric elements throughout the design system draw attention to the featured look either by containing it or bordering it.


A 60 page instructional lookbook was also produced, outlining each look per pillar. The consumer-facing front of each page contains product and brief step-by-steps, while the expert-facing back contains detailed instructions. 


Agency: john st.
Client: Shoppers Drug Mart
Scope: Fully integrated campaign (Branding, in-store signage, digital, look book, print ads, promo pieces etc.)
Creative Direction: Marketa Krivy, Stephen Jurisic
Design Direction: Mo Bofill
Art Direction: Kara Wark
Copy Writer: Pip Scowcroft
Photography: Max Abadian
Makeup: Simone Otis