Beauty influencer, YouTuber and entrepreneur Nikita Dragun has been tapped to star in Benefit's latest campaign. "Love Archually," a play on the classic rom-com Love Actually, sees the Dragun Beauty founder promote the beauty label's two hero products: Gimme Brow + Volumizing Brow Gel and the Precisely, My Brow Pencil.
In the comical clip, Dragun can be seen sporting a bright pink outfit with matching hair. Casting Dragun is a strategic move, as the classic brand aims to amplify the use of influencers in its promotional efforts.
"As a brand, brows are a huge focus for us and our goal is to be the number-one brow brand," Bernadette Fitzpatrick, Benefit's head of marketing told WWD. "Influencers are a key part of our marketing strategy and our tag line is laughter is the best cosmetic. Our approach to makeup is that it should be fun, easy, and we want to provide people with an instant beauty solution. This campaign is the perfect combination of those three things."
Dragun, who boasts over 5.9 million in Instagram followers, has built a reputation on her transformative makeup tutorials and relatable life advice. She made headlines when she posted a viral video in response to transphobic remarks by Victoria's Secret's then-Chief Marketing Officer Ed Razek. Her eponymous beauty label, Dragun Beauty, is also currently one of the first beauty brands owned by and made for trans people.
"To have people stand up and to have such a movement behind it just really shows that the world is changing," Dragun told PAPER in a 2019 interview. " It's so foolish for brands not to come up to the times and to think that this is not a mass market that we can sell to or this is not going to make our sales. It's ridiculous. I'm hopefully changing that. I'm like, you guys have been on the snooze for too long."
Her latest partnership with a mainstream brand like Benefit definitely marks a step towards trans representation within a space traditionally reserved for cisgendered people. Also, Love Archually is a great pun.
Photo via Youtube