PATRICK TA BEAUTY

Major Dimension Essential Artistry Edit Eyeshadow Palette

Sundown on Summer

This campaign is inspired by the feeling of summer coming to a close. It captures that in-between moment when one season gives way to the next, and beauty evolves right along with it.

The eyeshadow palette collection moves effortlessly through the seasons, with two distinct tonal stories. Warm rose captures the romance of summer’s final golden hours, deepening into something sultry and smoldering for fall. Cool tones bring an effortless cool-girl attitude into winter, with hues that feel both modern and undone.

A seasonal shift in color, mood, and attitude—
from the last light of summer to the allure of what’s next.

The Brief & Opportunity

1. Category Opportunity

Build on the success of the bestselling, skin-tone-specific neutral eyeshadow palettes by introducing a fresh dimension to the collection: warm versus cool undertones.
2. Build Collectability

Expanding beyond depth and complexion matching, this new color story gives consumers a more intentional way to discover and personalize their ideal neutrals—creating greater versatility, expanding shade expression, and driving renewed interest in an already proven product category.
3. Storytelling through Seasonality

Build a visual and emotional narrative around the transition from summer to fall, using the changing seasons as a natural expression of the warm vs cool color stories. Rooted in the late-summer launch timing, the campaign captures the shift in light, mood, and personal style as summer fades into fall and eventually winter. The seasonal narrative creates a cohesive world for both palettes while giving each its own distinct identity.
4. Introducing Shimmer

The seasonal story gets a little more indulgent with the introduction of Major Dimension Dream Date Essential Artistry Edit Eyeshadow Palette, a limited-edition shimmer palette designed to bring a new dimension to the Essential Palettes.

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.