Priceline Pharmacy
Beauty School
ABOUT THE PROJECT
in 2017 Priceline Pharmacy approached Monster & Bear to create another series and take things to the next level. This would be an in-depth series featuring acclaimed makeup artist Rae Morris. The videos would cover a range of beauty subjects including the ‘No Makeup Makeup Look’, ‘Foundation for Different Skin Tones’ and ‘How to Enhance Your Eye Colour’. These videos needed to feature Rae presenting to camera while also demonstrating makeup techniques on different models in real-time. Aesthetically, this series had to build on what Monster & Bear had done in previous years and create a polished, sleek and cinematic visual style that remained friendly and relatable for the viewer.
THE CHALLENGES
For Priceline, it was critical that the videos were genuinely engaging and that there was a real connection between Rae Morris and our audience. The videos had to be packed with valuable information – a masterclass on beauty techniques – but still had to be approachable and easy to digest. In addition to capturing this detailed content, we needed to ensure that we clearly showed each step visually on our featured models.
Whereas previous video series had been studio-based, this series would take a different approach and involve filming all content on location. A big challenge was maintaining a consistent look despite changes in natural light over the course of each day.
CREATIVE SOLUTIONS
In order to achieve Priceline’s goals and create genuinely engaging content, Monster & Bear directed Rae Morris to speak naturally and conversationally (off-script) about each of the key topics. Although it added to the complexity of the shoot and edit, the energy and conversational tone this gave to the content was invaluable. To make every improvised take count, Monster & Bear brought in multiple camera operators so that our editors were able to treat the project as a multicam edit. We were able to capture beautiful closeups on the model’s faces and clearly demonstrate the makeup techniques, while simultaneously filming a master wide shot with Rae speaking to camera. This added to the feeling that the entire video was happening in real time, continuously, and naturally rather than being broken up into isolated scenes or disjointed moments – this further enhanced audience engagement and watch time.
DRAMATIC INCREASE IN BRAND AUTHORITY ACROSS THE BEAUTY PRODUCT MARKET
The Results: Monster & Bear’s ongoing work with Priceline has been a clear success story. With every successive project the scale, complexity and level of polish were all increased. 2017’s Beauty School series featuring Rae Morris showed that taking a new and different approach could pay off in a big way. Rae’s connection to the Priceline audience is undeniable, and her energy holds throughout long and in-depth beauty subjects. These videos were well-received by Priceline Pharmacy’s target audience and helped establish Priceline as a brand authority in the Australian beauty product market.