Through self-definition and nonconformity, trans women are one of the most influential communities shaping makeup artistry and beauty culture, despite being afforded fewer opportunities and visibility than most. In celebration of Pride Month, NYX presents the Lavender Room: a platform that celebrates nonconformity through artistry and spotlights the culture-shaping power of trans women.

We set the campaign in a physical expression of the Lavender Room, a monochromatic room with soft, inviting materials and lush lighting. Talent is captured at the center of a spotlight, adding drama to the images, emphasizing their glam, and paying off the campaign’s promise of putting the spotlight on trans women: Spotlight On Her. In addition to the brand tagline, assets will feature short quotes from our talent partners, imbuing the campaign with their voice. This intention will become the basis for a Pride month campaign centered on the Lavender Room, extending from social content to experiential activations. View Concept Deck

ROLE: Creative Concept, Art Direction