Hari Raya is one of the most visually rich festive seasons in the region — and one of the most demanding on your makeup. Hours of visiting, greeting, feasting, and celebrating in the heat. The insight was simple and true: beauty for Raya can't just look good at the start of the day. It has to last the whole journey.
Raya Beauty That Lasts became the campaign line, and it did exactly what a great line should — it rooted a product truth inside a cultural moment. Long-wearing makeup, reframed not as a technical feature but as a Raya essential. Something you reach for because the day is long and the memories are worth looking good for.
Sephora - Raya beauty that lastProject Date - 2024
From concept to production, we built the campaign end-to-end. Graphical elements designed for the festive season came to life across Sephora store shelves across the region, turning the retail environment into something that felt celebratory and considered. We extended that visual world into green packets — a Raya staple reimagined as a branded keepsake — and carried the identity across digital touchpoints to create a campaign that felt cohesive wherever you encountered it.
