Tested On Sid
Most makeup brands rely on female celebrity endorsements or familiar cruelty-free narratives. The challenge was to create a beauty brand without a female celebrity face, while still achieving strong desirability and recall.
Year
10.25
Scope
Campaign, Marketing
Timeline
4 weeks
Making the campaign distinctive, modern, and memorable.
We reframed the idea of testing. Instead of “tested on animals,” the brand became “Tested on Sid.” By featuring a young male actor, the campaign introduced a playful and provocative twist that stood out in the category. Sid was not positioned as approval, but as participation. The idea tapped into the actor’s appeal and a sense of ownership over personal desire, making the campaign distinctive, modern, and memorable.
