The NK 'The Beauty Games' ad campaign draws inspiration from two of the most anticipated events of the year: the 2012 Summer Olympics and the movie release of The Hunger Games. While the looks are primarily influenced by the former, the title alongside the archery image brings to mind the latter.
Shot by photographer Andreas Sjodin for the Swedish retailer's summer collection, the NK ad campaign is very simple except for the colorful cosmetics used. Models Ellinore Erichsen, Asa Engstrom and Tenzin were outfitted by stylist Naomi Itkes in all-white sporty ensembles that act as blank slates for the beauty looks. With creative direction by Garbergs, makeup artist Ignacio Alonso chose to rely on bold eyeshadows, while hairstylist Rudi Lewis created sleek urban coifs that helped give the shoot a sci-fi feel.
Why This Trend Is Growing
- Sporty Makeup
- The trend towards sporty makeup presents an opportunity for cosmetics companies to partner with sports teams and events for promotional collaborations.
- Movie-inspired Beauty Looks
- The popularity of movie-inspired beauty looks suggests an opportunity for makeup companies to collaborate with major movie studios to create limited edition makeup collections.
- Emphasis on Bold Eyeshadow
- The emphasis on bold eyeshadow in makeup trends suggests an opportunity for cosmetics companies to focus on creating unique and eye-catching eyeshadow palettes.
Industries Being Reshaped
- Cosmetics
- The cosmetics industry can capitalize on these trends by creating sporty, movie-inspired, and bold eyeshadow makeup products.
- Fashion
- The fashion industry can collaborate with cosmetics companies on sporty makeup looks for fashion shows or as part of a sportswear line.
- Entertainment
- The entertainment industry can partner with cosmetics companies to release movie-themed makeup collections for major movie releases.
