Pretty On The Outside” was the attitude that Claire’s older sister brand needed to stand out.

Carefree, a bit reckless, but most of all REAL.

We casted 4 friends from Florida who earned their clout by not only living their best lives, but by garnering a following of other like minded young ladies by giving them tips on make-up, accessories and fashion tips.

We captured content of our heroines in their natural habitat to create a shoppable website, where viewers can directly shop the looks of that night’s escapades. From hanging on the beach to raging at the club. Furthermore we partnered with our influencers to push out content through their channels, encouraging their followers to engage with our brand by requesting categories from Icing that they wanted to hear about.

The photography that we captured was also
used in-store to bring their story to life in retail.