Woolworths, the multi-national department store of South Africa asked to be rebranded as a beauty authority and premium destination relevant to both loyal shoppers and a new younger, more aspirational growth target. We created a world where beauty is aspirational, experiential and ever-evolving, creating a modern identity and premium photographic style brought to life in-store and online through film and stills with an editorial tone of voice. We created a Beauty Trend Collective of influencers to be activated throughout the year and developed a masterclass offering led by global MUA, Sir John for South African Fashion Week.