The Making of Whatever the Moment

I've never once done my makeup with time to spare. Not once. So we made a campaign about that.

The short version

• Whatever The Moment is about the real, messy, unplanned bits of life, and makeup that keeps up with them.
• It's the idea BOOIE was built on: makeup should make your life easier, not become another thing you have to be good at.

Nobody's life looks like a makeup ad

You know the ones. Soft lighting. A marble bathroom. Someone gently applying sixty products with a brush that costs more than your weekly shop.

That's not my morning. I'm guessing it's not yours either.

My mornings look like finding a clean top, realising the meeting starts in five minutes, and grabbing whatever's closest. Some days that's the full routine. Most days it's three products and a quick check in the rear-view mirror.

Where the idea came from

Most beauty campaigns show the highlight reel. Perfectly airbrushed skin. Not a hair out of place. The perfectly lit bathroom with nowhere to be.

The more we talked about it, the more obvious it got. Our customers aren't asking us for a 12-step tutorial. They're asking what they can do in the car park before they walk in.

That's the moment we wanted to show. Not the big, planned, dressed-up ones. The small ones you didn't see coming.

What "whatever the moment" actually means

It's the five minutes before a meeting. It's the Woolies run that turns into a 20-minute chat with Tanya from down the street. It's running late, running errands, or running away from your responsibilities entirely.

Life is busy. You've got places to be, people to see and about four minutes to look like you've got your shit together.

Everything we make should work in those five minutes.

Bloopers/ BTS

What it's not

It's not a campaign telling you that you need to look a certain way before you leave the house. You don't.

It's also not pretending three products will turn you into someone else. They won't. They'll make you look like the best version of you.

The three products in almost every moment

If you only had 30 seconds, this is what I'd grab.

So, what's the moment?

It's whatever yours is today. The meeting, the school pickup, the unexpected catch-up in the cereal aisle.

We started BOOIE because we wanted makeup that fits into real life, not the other way around. This campaign is just us finally saying that out loud.

Whatever the moment, BOOIE's got you.

Celeste x

Find us at booie.com and at Woolies.