Staze Beauty, the vibrant color cosmetics brand from Honasa, has launched its latest campaign, ‘Can’t Staze Calm.’ This bold initiative celebrates the fearless, unapologetic essence of Staze through three quirky brand films. With a playful and unconventional approach, the campaign positions Staze’s high-performance beauty products as essentials for the modern beauty enthusiast.
Creative Concept & Execution
Conceptualized by Double Barrel Communications, the campaign takes a fresh spin on beauty advertising. Instead of the traditional glamorous portrayal of makeup, these films infuse fun and authenticity into beauty, making it effortless and real.
- Film 1: A dramatic poolside rescue turns comedic when a confident girl rushes in—not to perform CPR but to showcase the Staze Tubing Mascara, proving its smudge-proof, mess-free, and long-lasting formula.
- Film 2: A supernatural twist unfolds as a girl fearlessly offers a Staze 3-in-1 Lipstick to a ghost, reinforcing its long-lasting appeal—even beyond the afterlife.
- Film 3: Suspense builds as a hooded figure follows a young man, only to reveal her true intent—showing off the Staze 2-in-1 Gloss Lock in a hilariously unexpected moment.
Brand Perspective
Meetu Mulchandani, Head of Brand Factory, Honasa Consumer Limited, highlighted Staze’s rapid growth and the strong consumer love for its bold, high-performance beauty solutions. The ‘Can’t Staze Calm’ campaign emphasizes the superior quality and long-lasting power of Staze products by placing them in fun and unexpected scenarios. Designed to resonate with today’s beauty enthusiasts, the films bring out Staze’s unique edge in an entertaining and impactful way—because great beauty should never be boring.
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Agency Insight
Neelesh Phadnis, Founder & MD of Double Barrel Communications Pvt Ltd, shared the excitement behind crafting these unconventional films. When Honasa approached them with the challenge of creating shock value through storytelling, the team embraced the opportunity, pushing creative boundaries to bring Staze’s hero products to life. The result? A campaign that breaks norms, delivers entertainment, and truly reflects the bold and playful spirit of Staze Beauty.
Conclusion
With ‘Can’t Staze Calm,’ Staze Beauty disrupts conventional beauty narratives, proving that makeup can be both high-performance and fun. By integrating humor, unexpected twists, and bold storytelling, the campaign not only showcases the effectiveness of Staze’s star products but also strengthens its connection with young, fearless beauty lovers.
