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What inspired you to use athletes for this campaign?
"I have always loved and admired athletes. I think female athletes are some of the most beautiful women in the world, so it was only a matter of time before we found a way to partner with them in a much bigger way."
What was it about each of these women that made you want to feature them?
"We chose Kelia, Roberta, Julia and Hannah because these four women are so inspiring. They're also very unique with diverse talents. Kelia is a three-time surf champion — at the age of 21. Roberta holds a world record in BASE jumping. Hannah is an Olympic and X Games Medalist. Julia is the most decorated female American Olympic alpine skier.
"They are all so accomplished, but also strong, determined, passionate and confident in who they are and what they do. They couldn’t be more perfect for my brand and what we stand for."
The videos themselves are unlike anything we've ever seen as a campaign from you. Why did you choose to go in this direction?
"Over the years, I’ve learned that innovation is key, so I’m always looking for new, exciting and different ways to share the brand’s message. I wanted to share each woman’s limitless beauty story in a way that was totally authentic to them.
"There wasn't anybody who could tell their stories better than they could, and as GoPro-sponsored athletes, these women were already creating content. So, we gave them all of the control so that each story would be unique and personal, but also genuine in its message and promotion of our Long-Wear products."
You use the term "life-proof" to describe this line. What does it mean to you, and why was it important this collection be just that?
"Beauty is limitless, so the makeup you wear should be, too. My goal has always been to create flattering products that are quick, easy to use, and look good all day. Between long hours at the office, family responsibilities, and endless to-do lists, it’s not feasible for women to spend hours in front of the mirror re-applying. They need a product that not only simplifies their beauty routine, but lasts.
"#LONGWEARLIFEPROOF intends to prove that long-wear makeup can go the distance and push the limits — just as real women athletes do, and just as real women do in their daily lives. It remains water-proof, smudge-proof, sweat-proof, and above all, life-proof."
What type of girl do you see wearing this line?
"Long-Wear is made with every girl and woman in mind. From the young girl experimenting with makeup for the first time, to the busy working mom on the go, to athletes who need a product with extreme staying power, Long-Wear makeup is about options that make life easier."