BEAUTY BAY launches new campaign, ‘Nothing Less Than Obsessed’, by Livity

Disrupting the beauty industry with authenticity and innovation

BEAUTY BAY, the go-to destination for beauty enthusiasts, today launches its new campaign, Nothing Less Than Obsessed delivered by youth culture agency Livity, part of krow Group. With a bold and authentic approach, the campaign aims to redefine beauty retail and connect with the hearts of young consumers. 

The Nothing Less Than Obsessed campaign marks a significant step in BEAUTY BAY’s journey, as it breaks through the clutter of the beauty market to further establish its position as the destination for the young, beauty obsessed. 

Livity was tasked with helping BEAUTY BAY authentically bring to life its core pillar of community and strengthen its position as the ultimate destination for young beauty enthusiasts seeking the latest trends in makeup, skincare, haircare, wellness, and beyond. 

To ensure that the community remains at the heart of everything BEAUTY BAY does, the talent featured in the campaign (@imonaugust, @mollyjacksmakeup and @bamikuteyi) are members of the retailer’s creator programme; authentic users of By BEAUTY BAY who represent its customers and the community who love the brand. 

The campaign will unfold across digital and BVOD platforms, including ITV, Channel 4, and Sky. This will be complemented by a robust online digital campaign running from September 6th onwards. With these strategic initiatives, BEAUTY BAY aims to create an immersive and engaging experience that speaks directly to the Gen Z audience.

Featured image: Nothing Less Then Obsessed Campaign / Livity for BEAUTY BAY