For 25 years, Vitamin Enriched Face Base has been America’s #1 makeup primer, and a global icon millions of women built into their morning routines. Bobbi Brown made the best even better, supercharging the formula for even more performance on skin.

Act Second led the strategic and creative direction for Bobbi Brown’s biggest global launch in recent memory. Against an impending launch date, we developed the tease-to-launch campaign that honored the love for the existing formula while highlighting its upgraded benefits. We directed the casting and production, broadening the product’s appeal across markets through natural, real-looking talent. For the end-to-end engagement, we rolled out global digital assets across social, eComm, retailer, and email for regional implementation.