Campaign Name: “Red-Eye Ready”
Tagline: “Jet lagged? Your lashes aren’t.”
Why now?
Today’s beauty consumer wants products that are effortless, portable, and lifestyle-driven. Summer Fridays has built a brand around skincare-meets-self-care rituals, so a mascara extension allows the brand to enter color cosmetics while still staying true to its clean, fresh, travel-friendly identity. Consumers do not just want the mascara. They want to look awake, polished, and put together without doing a full face.
Target audience
Gen Z and millennial beauty consumers who love clean, minimal, “no-makeup makeup” products, travel-friendly packaging, and beauty routines that feel effortless but still elevated. They are likely shopping at Sephora, watching GRWM content on TikTok, carrying Lip Butter Balm in every bag, and choosing products that look as good on their vanity as they perform in real life.
VisualDirection
The campaign uses Summer Fridays’ signature light blue and white color palette to connect the mascara to the Jet Lag franchise. The slim tube shape references the Lip Butter Balm, creating a familiar silhouette while introducing a new product category. Black mascara adds contrast and communicates performance.
Launch strategy
The campaign would launch across TikTok, Instagram, Sephora displays, influencer PR, and an experiential pop-up called The Jet Lag Lounge. Each touchpoint would reinforce the idea that Jet Lag Mascara is the go-to product for looking awake on the move.
Social: GRWM videos, airport bathroom touch-ups, tired-to-awake transformations.
Influencer: Travel creators, beauty creators, college/internship lifestyle creators.
Experiential: A blue-and-white airport lounge-inspired pop-up.
PR: A “Red-Eye Kit” sent to creators with mascara, Jet Lag Mask, Lip Butter Balm, an eye mask, mini mirror, and a travel-ready sweat set.
Summer Fridays Jet Lag Mascara is a conceptual product extension inspired by the brand’s cult-favorite Jet Lag Mask and Lip Butter Balm. The campaign, “Red-Eye Ready,” positions the mascara as the ultimate wide-awake beauty essential: fluffy, lifted, jet-black lashes for early flights, late nights, internship mornings, and every moment in between.
Conceptual student project. Not affiliated with Summer Fridays.
Campaign idea
“Red-Eye Ready” The campaign transforms the tired-girl beauty moment into a Summer Fridays ritual. Whether the consumer is stepping off a plane, heading to an 8 a.m. class, or getting ready after a late night, Jet Lag Mascara gives the instant illusion of awake, fluffy, lifted lashes.
Jet lagged? Your lashes aren’t.
Brand positioning
Positioning Statement: Jet Lag Mascara is positioned as the mascara version of Summer Fridays’ Jet Lag Mask: a quick, travel-friendly beauty fix that makes the user look instantly refreshed. The product bridges skincare and makeup by selling a result that feels authentic, not just cosmetic: looking rested, fresh, and ready.
Skills Demonstrated:
Brand strategy
Campaign concepting
Product positioning
Consumer insight
Visual storytelling
Social media strategy
Influencer marketing
Experiential marketing
Copywriting
Canva / digital design
Campaign Concept: Summer Fridays Girls’ Trip
Your Girls Trip, Packed By Summer Fridays!
The Beach: Glow + Protect
At the beach, Summer Fridays becomes part of the sun-soaked essentials: SPF, Lip Butter Balm, glowing skin, and products passed between friends. This section highlights the brand’s effortless approach to beauty that feels natural, fresh, and vacation-ready.
The Plane: Rest + Reset
The trip begins before landing. Jet Lag Mask and Jet Lag Eye Patches turn the plane ride into the first beauty ritual of the vacation, helping the girls arrive refreshed, hydrated, and ready for the weekend ahead.
The Bathroom: Bronze + Get Ready
Before the night out, the bathroom becomes the real destination. With bronzer, lip liner, music, and best friends crowded around the mirror, Summer Fridays captures the magic of getting ready together. The moment is playful, intimate, and sometimes more fun than going out itself.
Big Idea:
Summer Fridays supports every part of the girls’ trip, from the plane to the beach to the night out. The campaign celebrates friendship, travel, beauty rituals, and the feeling of finding the right products for every summer moment. Think of how you feel when you are getting ready with your friends, and your favorite song comes on!
Summer Fridays Girls’ Trip is a mock campaign centered around the rituals that make a summer trip memorable: the plane skincare routine, the beach bag essentials, and the getting-ready moments before a night out. Inspired by the feeling of a song of the summer,”] the campaign uses “The Man I Need” by Olivia Dean as its emotional backdrop, bringing together friendship, beauty, travel, and the joy of getting ready with your favorite people.
The visuals follow three friends from the plane to the beach to the bathroom mirror, showing how Summer Fridays products support every stage of the trip. Jet Lag Mask and Jet Lag Eye Patches refresh skin in-flight, Lip Butter Balm and SPF carry the beach-day glow, and bronzer and lip liner complete the going-out routine. The campaign positions Summer Fridays as the ultimate girls’ trip brand: effortless, fun, and always in the bag.
Conceptual student project. Not affiliated with Summer Fridays.
