This year’s Christmas campaign by beauty chain Franks has been taken to a new level with the help of creative agency Steves&Co.

Franks wants to move away from a traditional, packaging-based approach to marketing its products and is after a raw visual, portraying cosmetics and accessories in their natural form.

Franks has become a symbol of style, luxury and class in the cosmetics, tobacco and liqueur market and an industry leader in Malta.

The production process of the campaign involved finding ways of engaging with the artistic elements of beauty products and showcasing the aesthetics of colours and textures in make-up.

The crushing up of a fine cigar or the smearing of luxury lipstick on a canvas was a rebellious nod to the lifestyle these products rely upon.

The campaign was proposed to allow customers to enjoy the merchandise on a basic level, using powerful colours that became remarkable when juxtaposed on the minimal, stark white background and logo.

This contrast is one that has almost become a Steves&Co. trademark, using strong, effective brand visuals in a minimal but effective way.

By manually applying the eye shadow, cigar and lipstick to the canvas, the campaign became a series of art installations.

Franks strongly believes that The Art of Living Beautiful message is a way of making clients’ day-to-day lives more colourful, more alive and more energetic through the appreciation of and indulgence in sophisticated products.

Franks’ Christmas campaign is elegant, yet a luxurious snapshot of this way of life, an intelligent advert for luxury products and an art form in itself.

www.franks.com.mt