Product: Mojave Magic
Objective:
To introduce a versatile cosmetic product through one and two-minute spots. Mojave Magic is a unique blend of actual
desert minerals and pigments pressed in a cosmetic compact. Because of its natural origins, this bronzer gives
a warm desert glow to the face for a non made-up look. Each compact includes both light and dark tones for different
skin colors and applications. Whether used as an all-over bronzer, a blush, or a contour -- or in one of its secondary
uses as an eyeshadow, nail color, or lip color -- Mojave Magic gives a special natural earthtone effect.The basic offer includes the dual-tone compact, retractable brush, tinted lip conditioner, and Maron's "Secrets of the Stars" make-up tips for $19.95. A $29.95 version was also tested. These spots also were used during Michael Maron's QVC appearances where the product sold out.
Production
Challenge: This project involved several challenges. First, we had a lot of content to include for short-form
spots -- six different uses of the product, professional models, and many testimonials with and without make up.
Also, we had to show the transformation of women of different ages and ethnicities when they used Mojave Magic.
Finally, although we shot on videotape, we had to create the look of film to capture the warmth and softness of
their skin tones. The spots featured Hollywood make-up artist, Michael Maron -- whose name is also on the product. Because we shot many before/after comparisons, we kept the make-up table going in full gear. We shot over 35 set-ups in one day, which meant we had to economize every way we could -- not just in terms of dollars, but in terms of time and skillful use of our location. We shot in a lovely home and moved from bedroom to bath, to kitchen, to den, even to the powder room, to tell the Mojave Magic story.