PATRICK TA BEAUTY

Major Sculpt Shape & Shade Anywhere Artistry Sticks

Defining You

A campaign that celebrates what shapes you, what sets you apart, and what makes you who you are. Artistry is at the heart of Patrick Ta Beauty. “Defining You” is a celebration of artistry in every way, shape, and form, brought to life by seven inspiring makeup artists.

The Brief & Opportunity

1. Category Opportunity

Innovation Is Reshaping the Contour Category Despite Flat Growth. Legacy contour products from established brands are declining as consumers gravitate toward newer formats, textures and artistry led solutions.
2. Contour Stick Formats Take the Lead

Consumers favor precision & ease of use. This shift reflects evolving consumer expectations for more modern, natural-looking sculpting solutions.
3. Product Positioning

Precision: slim, domed-tip design allows for maximum control and precision placement
Blendability: a creamy cream-to-powder formula for effortless glide, good play time, and a soft, natural, skin-like finish
Easy to Use Anywhere: Sculpting tip allows for use on eyes, lips, anywhere, slim stick and built-in brush means you can take it with you
4. Key Words

Definition and Enhance
Shape and Shade
Dimension and Depth
Buildable and Blendable
Precision

CAMPAIGN CONCEPT

Patrick Ta knows details. He knows a dash of definition here and touch of brightness there bring out your best features.
Play them up with a product as multidimensional as you are. From eyes to lips and everywhere in between, when precision meets play.
You can add dimension and depth to your face where you want it, how you want it. You define what definition means to you.

Model Campaign Pre Pro

Product Still Life Pre pro

Light & Shadow

Mastering light, creating your own light, strong shapes, shadow play, photo editing terminology (contrast, brightness, shadows)

The Finishing Touch

Small details that make a big difference, that last thing you do before walking out the door / walking into the room, the cherry on top

Defining Dimension

Where contour becomes a structural act, shaping the face through precision with intention. Like architecture, beauty is built through form, balance, and deliberate lines