Hourglass
A mascara called CAUTION, taken at its word.
In 2018 I worked with Hourglass on the launch of CAUTION Extreme Lash Mascara. The idea was to embrace the daring product name: a campaign built from caution signage, extreme images and dangerous situations, all pointing at what the lashes do. The same year I worked on Hourglass Cruelty Free Beauty, pairing a human eye with a horse’s.
Beware of extreme lashes
In which a product name becomes a warning sign.
The campaign reappropriated caution signage, extreme images and dangerous situations to show the shocking results of the mascara. CAUTION sits where the eye looks: in the pupil and on the lid.
Watch what happens
In which the feed turns into a run of warnings.
On Instagram the launch built up through warnings before the reveal: an empty road, a matchbox of mascaras, CAUTION type cut into strips and painted in mascara strokes.
Out into the street
In which the warning goes public.
The invitation set the date in pixel type, 07/22/2018, and the same lines went on a tote. Around it: windows taped in CAUTION, a gold card, a poster wall and a bank of screens.
Eye to eye
In which a human eye meets a horse’s.
For Hourglass Cruelty Free Beauty, a model’s eye set against a horse’s. The packaging reads Compassionate, Committed, Beautiful, and the H gets a rabbit inside it, a sign that the brand is vegan and cruelty free.
