Bobbi Brown cosmetics is taking a risky ride alongside extreme sports athletes to prove the longevity of its new Long-Wear eye collection. The brand recently named four female GoPro athletes brand ambassadors, and as part of the gig, they've created videos of themselves wearing the makeup as they throw themselves into their most rigorous adventures.
Olympic Gold Medalist and alpine ski racer Julia Mancuso, Olympic snowboarder Hannah Teter, world record base jumper Roberta Mancino and professional surfer Kelia Moniz shot footage of themselves on the slopes, in the surf and falling from the sky, also discussing the role of beauty in their active lives.
The videos are meant to show off the lasting power of the makeup, illustrating the tag "Long-Wear, Life-Proof." The athletes shot and created all the footage on their own, not constrained by a script or storyboards.
"The idea is if these athletes can use these products and push their limits, it's essentially life-proof for all women," said Alexis Rodriguez, Bobbi Brown's exec director-global communications, North America.
The films are being pushed out on a dedicated site and through social media over the next three weeks, and later, Bobbi Brown will be posting quick Long-Wear makeup lessons on Instagram and inviting consumers to share their own "Life-Proof" stories.
Read the full Behind the Work story on Adage.com.