Celebrating the Power and Beauty of Being a Woman

The Challenge
Beauty City, Super-Pharm’s flagship annual event, had grown into one of the most anticipated lifestyle and beauty celebrations in Israel. But with an increasingly saturated beauty event landscape and rising expectations from both consumers and brands, the 2017 edition needed a refreshed identity and concept—something that would capture not just beauty, but the real, raw power behind it.

The Creative Idea
This year’s campaign shifted the spotlight behind the scenes. Rather than simply showcasing glossy moments on stage, we turned our attention to the authentic, unfiltered seconds before women stepped into the spotlight. Through intimate vignettes, we captured their thoughts, rituals, nerves, and strength—creating a deeply personal portrayal of what it means to be a woman in the public eye. It was a campaign about beauty, yes—but also about vulnerability, power, ambition, and expression.

The Execution
Working closely with a team of top creatives, we developed a new visual identity for the event centered on softness and strength. Short video portraits and stills showed women—ranging from fashion designers to politicians, actresses, influencers, and cultural icons—preparing backstage, offering glimpses into their inner worlds moments before they walked on stage. The tone was emotional and empowering. The campaign ran across TV, digital, and social platforms, inviting women to join a celebration of substance and style.

The Outcome
The campaign resonated widely, sparking conversation and elevating the perception of Beauty City from a commercial beauty fair to a cultural moment. With packed attendance, broad media coverage, and extensive brand participation, Beauty City 2017 reaffirmed Super-Pharm's role not just as a beauty retailer, but as a champion of women’s voices, creativity, and strength.

Narration (translated): "Super-Pharm invites you to Beauty City 2017. Inspirational fashion shows by leading Israeli designers, makeup performances and workshops you won't want to miss. Plus, lectures and conversations on career and feminine power by top Israeli women in fashion, media, culture, entertainment, and beauty. Come celebrate all the beauty of being a woman!"