BOOIE Beauty x Celeste Barber - Woolworths

Launching a beauty brand into a supermarket category dominated by global giants needed more than just another influencer campaign.

Working with comedian and cultural force Celeste Barber and her audience of more than 15 million followers, we helped launch BOOIE Beauty nationally into Woolworths Australia with a social-first platform built around humour, accessibility and brutally honest beauty expectations.

The campaign combined creator-led content, retail launch moments and social storytelling designed to feel native to culture rather than traditional beauty advertising.

By leaning into Celeste’s unapologetically real tone, BOOIE cut through a highly saturated category and quickly generated strong social engagement, PR attention and retail traction across more than 1000 Woolworths stores nationally, with launch products immediately selling out creating more hype. Woolworths Beauty sales as a whole up 50% since launch.