Gary Pepper Girl launches a new campaign with Kiehl's
From Sydney to New York, Nicole Warne — better known by her moniker Gary Pepper Girl — sure has travelled a long way in her latest campaign with Kiehl's. As the brand originated in 1851 in New York it makes sense that their joint pictorial campaign is set in the city that never sleeps. With plenty of the dreamy imagery that she is known for, the campaign for the brand's new day serum, the Daily Reviving Concentrate, sees Warne in settings both familar and daring — ensconced in domestic bliss as a mother and literally jet-setting as she boards a plane Top Gun-style.
The lesson? Every woman with any lifestyle can benefit from a good skin-reviving day serum that keeps skin glowing, alive and refreshed through the busiest of days. Here we find out more from Warne.
How did you first discover Kiehl's?
I first discovered Kiehl's at the Hong Kong Airport — I always look for new beauty products at the airport and often need to buy certain products if I've forgotten to pack them in my suitcase. I was initially drawn to Kiehl's simple packaging, I then quickly scanned over the ingredients printed on the front, approved, and went on to fall in love with their Crème De Corps Body Scrub, which introduced me to the Kiehl's family.
What are your must-have products?
I spend a lot of my time traveling for work, so I always have nourishing products with me to rehydrate my skin and beauty products that I can apply when I go from the airport to a meeting. My favorites at the moment are Giorgio Armani Luminous Silk Foundation and Sheer Finish Illuminator, Lancôme Grandiôse Mascara, Tom Ford Lip Color in Scarlet Rouge, Kiehl's Crème De Corps Body Polish, Body Lotion, and Midnight Recovery Concentrate, which I love to use when I'm flying. I also love cloth masks and wear SPF 50+ sunscreen every day — I never travel without them.
Tell us about this collaboration?
The collaboration between Gary Pepper and Kiehl's came about from Kiehl's wanting to communicate the benefits of their new Daily Reviving Concentrate product in an editorial and 'storytelling' manner that the Gary Pepper brand has become known for producing.
As Kiehl's Daily Reviving Concentrate helps fight skin fatigue and keeps your skin looking youthful and fresh all day, it was important to conceptualise a relatable yet beautiful story that would help educate women of all ages and backgrounds about the product's benefits, yet also inspire them.
The concept for the campaign was therefore centered on the universally loved concept of 'happy hour', and the insight that although most women would like to look their most beautiful at this time, they often feel their skin looks exhausted by the end of the day.
To bring this story to life, we picked four characters with distinctly varying lifestyles that collectively represent the modern woman. In developing and portraying those characters, I sought to incorporate elements of the Kiehl's brand heritage into them: nature, family, the iconic motorcycle, and adventure.
In the surface each character is quite different from you on. Did you feel closer to any of them?
On the surface, each character is very different from me in terms of their individual lifestyles. On a deeper level, though, I felt that I could really relate to the characters, even where there wasn't an overlap with my personal traits and lifestyle, as in my day-to-day life I am surrounded and inspired by women who embody them. This made me feel close to each of them for different reasons.
Modern day women are diverse in the roles we play; we're mothers, we're partners, we're adventurous, we're rebellious, we're free-spirited, we're businesswomen — the list goes on. On the surface we may look different, but I feel each of these women can relate to each other as we share universal traits and challenges. We are all juggling multiple pressures and trying to keep up with everything going on in our lives, but want to look and feel our best at the same time.
Favourite restaurant in NYC?
The Polo Bar.
Favourite NYC activity?
A picnic in Central Park.
How is NYC different from Sydney?
New York and Sydney are worlds apart. There's a sense of urgency in New York that makes you feel like you should be constantly busy in your professional and personal life. In Sydney, it's the opposite — there's an air of ease and an incredible way of life where you work to live, not live to work.
Who inspires you?
Entrepreneurial, strong willed and intelligent women inspire me. I've been blessed to meet and work with Natalie Massenet of Net-A-Porter.com and Sophia Neophitou of 10 Magazine, who I actually assisted on a shoot in Australia as a fashion intern before I started Gary Pepper. As an intern, she treated me with the same respect and kindness she showed me years later when we were working together shooting a Roland Mouret campaign.
Do you have a garment or accessory that you can't live without?
I can't live without my Chanel bags. A guilty pleasure — but they are investment pieces I'll have for decades.
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