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