Beauty Bay launches “Nothing Less than Obsessed” by Livity


Beauty Bay, the go-to destination for beauty enthusiasts, today launched its new campaign, “Nothing Less Than Obsessed” delivered by youth culture agency Livity, part of krow Group.

Beauty Bay

With a bold and authentic approach, the campaign aims to redefine beauty retail and connect with the hearts of young consumers.

The “Nothing Less Than Obsessed” campaign marks a significant step in Beauty Bay’s journey, as it breaks through the clutter of the beauty market to further establish its position as the destination for the young, beauty obsessed.

Livity was tasked with helping the beauty brand authentically bring to life its core pillar of community and strengthen its position as the ultimate destination for young beauty enthusiasts seeking the latest trends in makeup, skincare, haircare, wellness, and beyond.

To ensure that the community remains at the heart of everything Beauty Bay does, the talent featured in the campaign (@imonaugust@mollyjacksmakeup and @bamikuteyi) are members of the retailer’s creator programme; authentic users of By Beauty Bay who represent its customers and the community who love the brand.

The agency supported this by offering ways to cut through the noise in the market via its own disruptive, youth focused expertise.

Through showcasing products from the retailer’s own brand ‘By Beauty Bay’, which is developed and curated by the Beauty Bay team, it gives beauty enthusiasts yet another reason to shop with Beauty Bay instead of their more traditional competitors.

“We are over the moon to be partnering with such a dynamic and inclusive brand,” said Alex Goat, CEO of Livity.

“Beauty Bay is the retailer of Gen Z make-up and beauty. It gives young people an opportunity to experiment with their identity, be creative, and playful. We’re looking forward to building the Beauty Bay brand across the globe.”

The campaign will unfold across digital and BVOD platforms, including ITV, Channel 4, and Sky. This will be complemented by a robust online digital campaign running from today (6 September) onwards.

With these strategic initiatives, Beauty Bay aims to create an immersive and engaging experience that speaks directly to the Gen Z audience.

Beauty Bay has built and nurtured a hyper-engaged community of both customers and creators who are as obsessed with beauty as we are and are the inspiration behind our products and campaigns.

“It was really important to us that we were able to put them front and centre in this campaign and find a partner in Livity who understood this,” said David Gabbie, CEO Beauty Bay.

“We hope that the creativity and energy of our creators will inspire our community to keep exploring and discovering their own beauty obsessions.”