Tapping into the current 90s hyper-nostalgia, we paired two true icons of the decade - Pamela Anderson and the iconic Original Primer by Smashbox - for an unapologetic, tongue-in-cheek celebration of their versatility and shared staying power that transcends eras. Brought to life through a faux movie trailer, influencer content and a series of movie posters shot by Smashbox founder and famed photographer Davis Factor.

The creative invites fans to embrace the fun in makeup, experiment with their signature looks and listen to their ever-evolving selves. By bringing together two iconic figures, this collaboration marks Pamela Anderson’s triumphant return to makeup after a much-publicized hiatus and we find her redefining her self expression through the transformative power of makeup - all on her terms.

Co-starring TikTok beauty influencers, Leilani Green and Steph Hui.

THE CAMPAIGN GENERATED 1.4 BILLION MEDIA IMPRESSIONS, 8.1 MILLION IN EMV, & A 20 POINT MONTH-OVER-MONTH INCREASE IN SALES FOR THE BRAND.