Staze Beauty, the colour cosmetics brand under Honasa, has launched its latest campaign, Can’t Staze Calm, featuring a series of unconventional brand films. Conceptualised by Double Barrel Communications, the campaign moves away from traditional beauty marketing, opting for humour and unpredictability to highlight the brand’s products. The films incorporate unexpected scenarios, including a poolside rescue where a woman rushes in not to perform CPR but to showcase a tubing mascara’s smudge-proof quality, a ghost being offered lipstick, and a suspenseful encounter that humorously ends with a woman revealing her lipgloss.
“In just one year, Staze has seen tremendous growth, winning the hearts of consumers who love our bold and high-performance beauty solutions. With the ‘Can’t Staze Calm’ campaign, we are spotlighting what sets our products apart – unmatched quality and long-lasting power – by placing them in different fun and unexpected situations. We have designed them to resonate with today’s young beauty enthusiasts, who seek products that are both effective and playful. These films bring out the unique edge of Staze in a way that is as entertaining as it is impactful – because great beauty should never be boring!” Meetu Mulchandani, head of brand factory, Honasa Consumer Limited, said.
According to the company, the campaign aligns with the brand’s focus on making beauty fun and effortless while breaking away from conventional glamorisation.
“When Honasa Consumer Products approached us with a bold and unconventional challenge to create shock value through films for their cosmetic brand, we knew we were in for something exciting. At Double Barrel Communications, we dove headfirst into this brief, crafting three wild and unexpected stories to bring Staze Cosmetics’ star products to life: the 3-in-1 Lipstick, Tubing Mascara, and Gloss Lock. This project was more than just another campaign; it was a thrilling creative ride. We pushed boundaries, had a blast along the way, and truly enjoyed collaborating with the team to make something unforgettable,” Neelesh Phadnis, founder and MD, Double Barrel Communications Pvt Ltd, added.
