Hasta La Creative!

The cosmetics industry isn’t known for being transparent. For the most part, its advertising is associated with gorgeous glam shots that have — more likely than not — been subjected to a bit of Photoshopping. Bobbi Brown, however, is taking a different approach for its latest campaign. The brand is putting its makeup up to some rigorous, real-world testing — on the faces of extreme sports athletes.

To promote its new Long-Wear eye collection, the brand recently named four GoPro-sponsored athletes as its brand ambassadors: Olympic Gold Medal-winning alpine ski racer Julia Mancuso, Olympic snowboarder Hannah Teter, world record base jumper Roberta Mancino and professional surfer Kelia Moniz. As part of the program, the company asked the women to capture themselves on video wearing products from the line while in the midst of their athletic adventures.

“The tagline of the campaign is ‘Long-wear, Life-Proof,’ and the idea is if these athletes can use these products and push their limits, it’s essentially life-proof for all women,” said Alexis Rodriguez, Bobbi Brown’s exec director-global communications, North America.

Continue reading at AdAge.com