Women are constantly being told what to want. New treatments, micro-needling, plastic surgery, Botox. More products, faster. Nine-step routines. Twelve-step routines. Laser your face. Zap your face. No pores. No fine lines. No more ageing. Unnatural glow. Lifted everything. Glass skin. Perfection: it can get overwhelming.

Women know what they really want. Efficacy, simplicity. Real results, for real women, made for real life. Mecca Cosmetica listens to millions of customer interactions every year, over 20 years of beauty retailing. These conversations are the heart of the Living Lab of Beauty, which informs every new product decision, formulation and development. The results are products backed by science, crafted by community, based on customer feedback.

This story was the beginning of two campaigns: Gel Cream, born from feedback and reviews on Mecca Cosmetica's best-selling original Hydrating Moisturiser, and Future Face, created from a desire to give time-poor customers what they want the most: great skin, real results, today and every day, in just 15-20 minutes. 

Most importantly, the goal of the campaign was to tell the story of the living, breathing Lab of Beauty, introducing real women of all kinds, their lives, their routines and their relationships to the Mecca Cosmetica visual dialogue. The result is honest, candid, raw and human: just like the conversations happening inside Mecca stores every day. The national campaign was released across Mecca Cosmetica and Mecca channels: digital, print, in-store and social media.