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Make Up For Ever glows up with authenticity

Crater, a creative studio, has collaborated with makeup brand Make Up For Ever for a regional campaign.

The studio created a series of films that explored women’s bonds, traditions and the role of beauty in their lives across different generations.

Hosted by life coach Hala Kazim, the series explores what it makes people “Glow”.

Alongside the host, the series features four inspirational women, Rawan Bin Hussein, Mina Sheikhly, Aliona Ess and Zainab Al Aqabi.

“Each of our creators had an inspiring story to tell that resonated with an audience in our respective markets, while connecting to their roots, traditions and culture,” says Hikmat Hatab, Social Media and PR Manager at Make Up For Ever.

The make up brand’s hero products were incorporated into each of the video narratives, showing how the products “boosted confidence” and improved the influencers’ “glow”.


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Each of the influencers shared their personal stories with the brand first hand. The brand used this method to build content that was more entertaining and engaging for the audience.

“Our goal with this film was not just to showcase our products, but to weave our brand into the fabric of the characters’ lives in a way that feels authentic and empowering,” said, Cirine Mazloum, Regional Digital Manager at Make Up For Ever. “We want to show that real beauty is from within in evocative content that is so personal, subtle and beautiful.”

The content was co-developed by Crater alongside both the regional and Global teams of Make Up For Ever.

“From the outset it was key for the content to be real,” said Creative Director, James Hulbert.  “And we mean really, real! No scripts. No prompts. No prep for the talent. We embraced the brands behind-the-scenes style of capture to play further into the raw honesty that epitomises this series.

“The set design was intentionally simple, keeping the focus on the incredible stories and rare insights offered by our talent. Therefore, instead of forcing the product, we focused on crafting narratives where the product’s benefits were amplified far beyond the physical”.

According to the brand, the strength of the series lies in placing the trust and power in the hands of the cast, who are each put in the spotlight and bravely detail their own story.


Client – Make Up For Ever
Regional Marketing Director -Nour Khalife
Regional Digital Manager -Cirine Mazloum
Social Media & PR Manager -Hikmat Hatab

Agency – Crater
Executive Producer -Camille Laborde
Creative Director -James Hulbert
Creative Director -Simon Morehead
Producer -Elham Abi Rached
Production Manager -Haider El Saaby