Table of Content
Creating a definitive list of best beauty video ads 2024 so far in the beauty industry is more then challenging. The beauty sector is incredibly diverse, encompassing everything from skincare and wellness products to luxury brands and vibrant colour cosmetics. Each segment speaks to a different audience, engaging and targeting health-conscious consumers or those drawn to high-end, exclusive products.
Moreover, with beauty campaigns running across many platforms—from television to social media— it's clear that the beauty industry’s reach is vast and varied.
Given this complexity, the following list is a subjective selection by Karol Tomaszewski, founder and creative of VCreatives Agency Beauty Marketing Agency. Each video ad accompanies a brief commentary to help you navigate this curated collection. Use this list for content inspiration and ideas for reaching new customers or enhancing already exsited ones.
1. The "ME, AS I AM" Middle East campaign by M·A·C Cosmetics
This visually striking and emotionally resonant video campaign emphasises the brand's longstanding commitment to diversity, self-expression, and individuality. The video features a diverse cast of models and influencers, each representing different aspects of beauty and self-expression. The visuals are bold, colourful, and dynamic, capturing the essence of each individual in a way that is both empowering and inspiring.
Close-up shots emphasise the texture and vibrancy of the makeup, showcasing M·A·C’s extensive range of products that cater to all skin tones and styles. In a time when the beauty industry is increasingly shifting towards inclusivity and representation, the "ME, AS I AM" campaign stands out for its genuine commitment to these values. It reflects broader cultural movements towards accepting and celebrating all identities, making it both timely and impactful.
2. The "Unlimited Power of Beauty" campaign by Sephora
This campaign, created with BETC, redefines beauty as a limitless, personal journey of self-expression and confidence. The video, directed by Jonas Lindstroem, portrays a woman's evolving relationship with her reflection, capturing moments of doubt and strength, all set to Kelsey Lu's "I'm Not In Love." The campaign emphasises diversity and authenticity, featuring a range of ages, genders, and styles, and includes striking visuals by photographer Nadine Ijewere to connect with viewers personally.
This narrative is set against a cover of Kelsey Lu's "I'm Not In Love," enhancing the emotional resonance of the piece.
3. Dove’s "Beauty Never Gets Old"
This creative campaign tackles the beauty industry's obsession with youth by celebrating older women who have been loyal customers for decades. Featuring real women over 60, the campaign challenges stereotypes by showcasing their vibrant personalities. It brings all these elements together with a Gen Z vibe, retro aesthetics, fresh editing, modern art direction, camera work, an. This effort aligns with Dove's "Real Beauty" platform, aiming to create a generational connection and elevate older women in the beauty conversation. This brings cinematic value but with an organic vibe, and the estimated production cost is a minimum of $200k.
An organic look is something that the audience tends to trust more, but remember that we tend to trust even more if something looks strongly invested. This is the reason why You will trust a more printed offer delivered by UPS than a plain email.
4. Dr. Hauschka
The video is beautifully shot and focuses on natural landscapes, pure ingredients, and serene moments of self-care. The visuals create a strong connection between the purity of nature and the effectiveness of Dr. Hauschka’s products. The emotional tone of the video is gentle and reflective, designed to resonate with viewers on a deeper, more personal level. This campaign aligns closely with Dr. Hauschka's core values of nurturing both the skin and the environment, reinforcing the importance of caring for oneself, others, and the planet.
5. The "100% Pure Love" video by Calvin Klein
This campaign, featuring Cara Delevingne and Jeremy Pope, is part of the brand’s Pride 2024 campaign. It is a celebration of love, self-expression, and LGBTQ+ pride, aligning with Calvin Klein’s longstanding support for the LGBTQ+ community. It’s fresh and still a sign that dancing and movement are very strong tools when it comes to advertisement. The video is visually striking, with bold colors, dynamic camera work, and stylish, modern settings. Both Cara Delevingne and Jeremy Pope, who are influential figures within the LGBTQ+ community, embody the campaign’s message through their expressive performances. This type gives you a dynamic feel. It needs a good director and stellar dancers, and we can estimate minimal production costs for similar videos as low as $110k, minus the iconic Cara Delevingne and Jeremy Pope.
6. The Kendall Jenner x RESERVED – AW19 Campaign
This campaign was directed by the renowned fashion photographer and filmmaker Gordon von Steiner, known for his visually striking and innovative approach to fashion films. The "Kenzo World" video campaign, released in 2016, is one of the most iconic and unconventional perfume advertisements ever created. Directed by Spike Jonze, the ad is celebrated for its energetic, surreal, and avant-garde approach, which deviates from traditional perfume commercials that often emphasise luxury, sensuality, and elegance.
Both campaigns—Kenzo World and Kendall Jenner x RESERVED—exemplify how brands can leverage creativity, star power, and unconventional approaches to create memorable and impactful marketing. While Kenzo’s ad pushed the boundaries of fragrance advertising, RESERVED’s campaign used a high-profile celebrity endorsement to reach a broader audience and reinforce its brand identity.
These are unicorn projects, so it's very hard to estimate production cost, or just to be fair… A lot is not enough.
7. Sophisticated and easy-to-shoot ad
The "N°1 DE CHANEL, Beauty Ahead of Time" campaign was launched by Chanel to promote their new skincare and beauty line, which focuses on sustainability, innovation, and the use of natural ingredients. This campaign is part of Chanel's broader initiative to align with contemporary values around environmental responsibility while maintaining the luxury and efficacy that the brand is known for. You can still feel the luxury, well-read aesthetics, but this video is as simple as you can get. This quality of content but in this simplistic form can cost even from $60k. It's all about talents and license fees. Unicorn brand-building spots, expensive statements!
8. Classic ad but with a modern twist
The "Spectacular Glow" campaign likely features stunning visuals that align with Dior's brand image—elegant, sophisticated, and timeless. It appeals to consumers who value both luxury and effectiveness in their beauty products. The campaign's aesthetic is likely to be polished and high fashion, reflecting Dior's positioning as a leader in luxury beauty. Classic feel, yes, but pay attention to fast editing and how they portray details. The cost of this type of video is not for everyone, the estimated budget starts at around $300k.
9. Kate Winslet – Lesson of Self-Worth for l’Oreal vs NYX Professional Makeup: The True ID Card
This time, something to think about two different makeup-removing ads, two different approaches to different theses to some extent. Both are about appearance; both are showing it differently. Kate Winslet – Lesson of Self-Worth for l’Oreal vs NYX Professional Makeup: The True ID Card.
VS
10. DOVE
This is a statement by DOVE, but I take it personally when discussing human beauty. Always remember that you should empower your clients and show that there is beauty in diversity and “perfect imperfections,” as my motto states. Beauty ads should be done by humans, with humans, and for humans.
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