The beauty looks featured in the NK Haute Cosmetics ad campaign are dramatic for good reason. They don't simply showcase the abilities of the makeup and hairstylists on hand, they display the work that an individual can indulge in themselves. Essentially, Haute Cosmetics is a high level beauty service being launched by the department store that offers certificated makeup artists and unique consultations which could take as long as ten hours for the finished product.
The NK Haute Cosmetics ad campaign itself was worked on by art director Johan Wilde of Garbergs. It was shot by photographer Benjamin Vnuk. Karin Svensson, Head of advertising at NK, states, "As far as we know, there [are] not any similar services in any department store in the world." An accompanying video shows just how much work goes into these theatrical looks.