Petra Cuschieri

Shake Up Your Makeup

Campaign Branding Advertising Beauty 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