A Product-Launch Rooted in Authentic Representation: ILIA Case Study

The Backstory:

When the ILIA team set out to expand the brand’s shade range, they weren’t just adding more colors to their lineup—they were creating space for a broader, more inclusive vision of beauty. With 20 new shades across two best-selling products, the stakes were high. This wasn’t just a product launch; it was an opportunity to show up authentically for a diverse, ever-evolving customer base.

That’s where Backstory stepped in, guiding ILIA through the delicate balance of staying true to its brand while embracing the weight of this significant expansion.

The Approach: 

In an industry where shade expansions can feel more performative than purposeful, we knew ILIA’s ‘Shades of Us’ campaign needed to stand apart. Backstory vetted every aspect of the campaign, ensuring the messaging, creator partnerships, and visual storytelling reflected true inclusivity. We also worked alongside ILIA’s social team throughout the rollout, helping them navigate an often critical landscape with confidence. Beyond the campaign, we identified additional opportunities to deepen the brand’s DEIBA efforts—laying the groundwork for a continued partnership.

The Impact:  

A well-executed campaign isn’t just measured in numbers—it’s measured in trust. ‘Shades of Us’ was not only well-received on social but also avoided the public missteps that so often accompany shade expansions in the beauty industry.

The campaign amassed over 100,000 video views on Instagram and 30,000+ cross-platform engagements from brand and influencer posts—all without a single crisis or PR misstep. By prioritizing authenticity over optics, ILIA strengthened its relationship with its community, proving that inclusivity isn’t just a box to check—it’s a commitment to uphold.