Words: Deepali Singh
After the hashtag #AsliSonaArrested went viral on social media a few days ago, we were happy to note that it was in fact an eyeball-grabbing campaign for MyGlamm’s HD makeup ready line POSE. TMM caught up with Malaika Mahtaney, CMO of MyGlamm to tell us a bit more about the makeup and the face of the brand.
Can you tell us about the POSE by MyGlamm collection? What are some of the products and what’s the USP of the collection?
POSE by MyGlamm is a collection of high definition makeup designed to make you look good on camera – whenever, wherever. From soft-focus blush duos to blurring bronzer duos and everyone’s makeup superhero, banana powder, all feature optical blurring technology that creates the impression of flawless, imperfection-free skin.
Who is the target audience for the collection?
The target audience is everyone who’s got a smartphone in their hands, and who readily post pictures and selfies on social media.
Sonakshi Sinha is the face of the campaign. Why do you think she is the perfect face for the collection?
Sonakshi Sinha was the perfect face because she’s versatile—she can convincingly play a small-town girl on film one day and pull off a glamorous magazine cover the next. That’s where the POSE collection matches her personality. With the range of finishes and shades, you can build your look from fresh-faced to full-on glam. The HD properties of this collection are perfect for someone like her who’s always on camera, whether it’s for a director, a photographer, or the paparazzi. And like you see in the POSE campaign with her mugshot, it helps her look stunning, whenever, wherever.
The campaign, that showed Sonakshi getting arrested was really interesting. How did you come up with the idea?
Being constantly photographed isn’t just a celebrity problem anymore, it’s a situation every social media-driven individual has to contend with. Looking perfect in every picture—without the luxury of studio lighting, experienced makeup artists, or professional retouchers—is the challenge. That’s where the POSE collection comes in. Formulated with optical blurring technology, each product in the collection is designed to make the wearer look flawless when photographed — even when photographed in the most unflattering circumstances, for e.g. when posing for your driver’s license, your passport photo… or for your mugshot
That’s the core idea behind the POSE campaign, starring Sonakshi Sinha. The main campaign visual features Sinha in a veritably non-glamorous setting, posing for a mug shot, after being arrested. While the lighting is harsh, her hair is messed and her dress is askew, her POSE makeup is perfectly in place, still making her look absolutely glamorous!
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