Cosmetics company KROMA faced an uphill challenge in entering a crowded market dominated by fortune 500 companies and well-known brands. Which is precisely why DAMN GOOD convinced them to take a bold approach in its rollout strategy, and challenge the way competitors showed their product. Rather than simply show models wearing makeup and holding bottles of product, the agency directed a photoshoot that showed color-coordinated close-up images of the makeup crushed and mixed against a white background. The effect was stunning, especially in print ads appearing next to competitors in beauty magazines. The campaign was so effective, that within a year, several of the industry’s biggest brands were imitating it.