Formula 1 cars need oil to function, but Formula 1 audiences might not want it on their faces. At least, that’s what the beauty brand One/Size by Patrick Starr is betting on. To promote the brand’s latest product, the Oil Sucker Liquid Blotting Paper Spray, the brand pushed out a social campaign themed around an F1 pit crew and an influencer activation at the Miami Grand Prix. The campaign, which stars creators Paloma Sanchez, Toni Bravo, Kennedy Eurich, and Stephanie “Glamzilla” Santana, was made with Fred & Farid Paris and marks the first global campaign from the brand. It’s also part of a broader push from One/Size into motorsports, Juliette Tang, president of the brand, told us. “Performance has always been such an important part of what we do, but we’re also really obsessed with community,” Tang said. “We really approached the launch from those two perspectives…and we wanted to tie it together in a world, and that was where the world of Formula 1 came in.” Revving up: Ahead of the product’s May 15 launch, One/Size released a series of short films to highlight everyday scenarios where oily skin could be an annoyance, including mid-dance party, during a corporate meeting, on a city commute, or after a nap. In each setting, a race pit crew, helmed by brand founder Patrick Starr, rushes in to help with the new Oil Sucker spray. One/Size’s work with creators is shaped by the fact that it is creator-founded, Tang said, whether that is casting for campaigns or crafting invite lists for events like the Miami Grand Prix activation. “It feels quite intimate when we have events,” Tang said. “It feels like a group of people coming together and reuniting and like friends and family.” Keep reading here.—JN |
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