Instant Age Rewind Concealer
GLOBAL 360 CAMPAIGN
A cult classic reimagined: the do-it-all concealer.
Instant Age Rewind was the best drugstore anti-aging concealer, but by 2019, it had evolved into a cult classic. Professionals, creators, and everyday users had turned it into a multi-use essential, using it to brighten, sculpt, and perfect. Social media had changed the way people learned about beauty, with users teaching each other how to push products beyond their original purpose. The brand needed to catch up, shifting the perception from a concealer for mature skin to a staple for everyone.
The campaign leaned into versatility and self-expression, showcasing how the product fit into real beauty routines with a playful, creativity-driven approach. A fresh visual direction replaced clinical, anti-aging messaging with something modern, dynamic, and creator-driven, reflecting how people were actually using it. Younger talent and energetic visuals inspired by digital beauty culture brought a new attitude to the product, making it feel just as relevant to first-time concealer users as it was to its longtime fans. We shaped the visual identity, messaging, and execution, ensuring the campaign connected with a new generation of beauty lovers. This shift expanded Instant Age Rewind’s audience, cementing its status as a beauty icon.
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DETAILS
Global 360 art direction. Created and executed concept from start to finish with the support of Creative Director and production team. Lead designer for layout and all graphics. Worked with production to bring idea to life in all mediums. Led makeup, hair + fashion look direction. Responsible for leading and approving all retouching and mechanicals, as well as supplemental casting, monitoring video transfers, finishing, and sound design. Instant Age Rewind Concealer for Maybelline NY, 2019
Everything on this page is creative property of Beauty@Gotham, Maybelline NY and L'Oreal.
The work was completed while at Beauty@Gotham.