Smashbox Cosmetics Original Photo Finish Primer &
Pamela Anderson

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, 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 results matched the cultural moment. The campaign generated 1.4B media impressions, $8.1M in EMV, and a 20-point MoM increase in overall brand sales. In the six months following launch, Smashbox reclaimed its #1 Primer position at Ulta Beauty, leveraging the campaign alongside a targeted retail media strategy.

Year
2024

Client
Smashbox Cosmetics

SELECT VIDEO CONTENT

SELECT INFLUENCER CONTENT

Close-up of a makeup magazine cover featuring two women with makeup, tattoos, and jewelry, along with a photo primer product and text about makeup looks and primer benefits.
A woman with black, voluminous hair styled in large curls, wearing a dress made of circular reflective disks, applying lipstick, with multiple other women partially visible in the background, in a dimly lit room.
Two women embracing and smiling while standing on a silver platform in a photo studio, with a black backdrop and professional lighting, captured during a filming session.
A person applying a primer to their face, with a close-up view of their eyes and eyebrows.
A woman with long dark hair holding a tube of Smashbox primer in front of her face, with the primer being squeezed onto her hand.
A promotional display for Smashbox cosmetics featuring the Original Photo Finish Smooth & Blur Primer, with makeup products laid out on a red background and text emphasizing a '90s vibe.
Collage of photos showing women with glamorous makeup, including close-up shots highlighting eye makeup and lips.

SELECT PRESS COVERAGE

Marie Claire - Smashbox Cosmetics x Pamela Anderson
Glamour - Smashbox Cosmetics x Pamela Anderson
NYLON Magazine - Smashbox x Pamela Anderson
WWD - Smashbox x Pamela Anderson
People - Smashbox x Pamela Anderson
Sports Illustrated Lifestyle - Smashbox Cosmetics x Pamela Anderson
New Beauty - Smashbox x Pamela Anderson

SELECT ECOM INTEGRATIONS

Pamela Anderson smiling and touching her face, with a red background. The webpage features makeup products and instructions for achieving a 90s look with steps and product images.
A woman with dark hair styled in an updo, wearing a sparkly black long-sleeve crop top and silver pants, standing in front of a red background and old-fashioned TV. The image relates to makeup tutorials and beauty products.
A makeup tutorial featuring a woman with dark hair and bold makeup, with step-by-step instructions on applying foundation, concealer, blush, eyeliner, mascara, and lipstick. Below are three makeup products: a primer, a hydrating primer, and a tinted moisturizer, each with prices and add-to-bag buttons.
A timeline image showing the evolution of Smashbox Cosmetics' photo finish primers from 1996 to today. It includes a black screen from 1996, images of various primer packaging from 2000, an image of the primer bottle from 2023, and promotional content from today highlighting reviews and recognition.