UOMA - Beautiful Uprising
UOMA - pronounced OMA (uh-mah) - is a new beauty brand, founded by Sharon Chuter.
We worked with Sharon to bring UOMA to life, from brand identity, product and in-store concept to the launch campaign. I worked on defining the brand tone of voice, manifesto and copy for product packaging for the rebellious and innovative brand, created for all.
The UOMA Beauty campaign won a Clio Award in the Fashion & Beauty category in 2019.
Beautiful Uprising
The launch campaign film celebrates Afropolitan as the next beauty frontier and introduces UOMA: our inspiration, our spirit and what we stand for. Through a combination of powerful spoken word poetry, vibrant imagery and fluid motion, we showcase the spirit of each of our Franchises and UOMA’s Afropolitan DNA.
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#RISEUPUOMA
UOMA BEAUTY
UOMA - pronounced OMA (uh-mah) - is a new beauty brand, founded by Sharon Chuter. Spring worked with Sharon to bring UOMA to life, from brand identity, product and in-store concept to the launch campaign. I worked on defining the brand tone of voice, manifesto and copy for product packaging for the rebellious and innovative brand, created for all. The UOMA Beauty campaign won a Clio Award in the Fashion & Beauty category in 2019.
The brief
To create an outspokenly inclusive CULTURE around BEAUTY.
Spring created a digitally and socially-led campaign film to launch UOMA Beauty, a disruptive new beauty brand.
The results
2019 Clio Awards
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Half billion organic impressions in 3 months
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“An electrifying campaign… the very definition of diversity” – Pulse
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“The brand making inclusivity the new normal” - ELLE
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“UOMA Beauty is showing how to launch a brand in 2019” - Glamour
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“Most insta-worthy packaging of 2019” - ULTA
The campaign: BEAUTIFUL UPRISING
The launch campaign film celebrates Afropolitan as the next beauty frontier and introduces UOMA: our inspiration, our spirit and what we stand for. Through a combination of powerful spoken word poetry, vibrant imagery and fluid motion, we showcase the spirit of each of our Franchises and UOMA’s Afropolitan DNA.
#RISEUPUOMA
The Brand Manifesto
The Tribe Manifesto
The product
Creative Director: James Barnfield
Art Director: Andrew Baker
Creative Director of Copy: Jess Clark
Creative Copywriter: Andreia Pedro
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Alexa Young, CA
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