Our audience is one of the most social media savvy users. And with this, comes the pressure of looking good. But people do not present their truest self on social media because of online social anxiety which in turn has led to many social media habits.

One of it is the trend of the emoji face.

Today, emojis are not just shortcuts used to express emotions. We use them to cover parts that we do not want to show the world. Most beauty influencers also use emojis to cover their “BEFORE” face and then showing off a flawless face later on. Slapping on emojis as the “Mask of Shame” truly reflects a woman’s total lack of confidence.

Inspired by the craze of pretty Instagram story templates, the key visual plays around with the talent holding Safi's products while showing off her acne free face inside a framed background. The colour pallete chosen is a strong yellow, orange with subtle hints of blue and green to give out a young, fresh and bold look that resonates with our audience.