Honasa’s colour cosmetics brand showcases bold, high-performance products in playful new campaign
Staze Beauty, the colour cosmetics brand from Honasa Consumer, has unveiled its latest campaign, ‘Can’t Staze Calm’, celebrating its bold and unapologetic spirit. Conceptualised by Double Barrel Communications, the campaign features three quirky brand films that break away from traditional beauty advertising, positioning Staze’s high-performance products as must-haves for modern beauty enthusiasts.
The campaign redefines makeup marketing with a fresh, unconventional twist, making beauty fun, effortless, and real. The first film takes an unexpected turn during a dramatic poolside rescue, where instead of CPR, a confident woman rushes in to save the day with Staze Tubing Mascara, highlighting its smudge-proof, long-lasting formula.
The second film adds a humorous spooky twist as a girl fearlessly offers a Staze 3-in-1 Lipstick to a ghost, proving that great makeup can last even in the afterlife. The third film builds suspense with a hooded figure following a young man, only to hilariously reveal her motive—showing off the Staze 2-in-1 Gloss Lock.
Meetu Mulchandani, Head of Brand Factory, Honasa Consumer, expressed excitement about the campaign, stating: “In just one year, Staze has witnessed tremendous growth, winning over beauty lovers with our bold, high-performance solutions. With ‘Can’t Staze Calm,’ we highlight what sets our products apart—unmatched quality and lasting power—by placing them in fun, unexpected situations. Today’s beauty enthusiasts seek makeup that is both effective and playful, and these films showcase Staze’s unique edge in a way that is as entertaining as it is impactful.”
Neelesh Phadnis, Founder & MD, Double Barrel Communications, shared insights into the creative process behind the campaign: “When Honasa approached us with the challenge of creating films that generate shock value, we knew we were in for something exciting. We crafted three wild, unexpected stories to bring Staze’s star products to life—the 3-in-1 Lipstick, Tubing Mascara, and Gloss Lock. This project was more than just another campaign; it was a thrilling creative ride where we pushed boundaries and had a blast along the way.”
Staze Beauty: Redefining Makeup for the Modern Consumer
Launched in 2024, Staze Beauty has quickly established itself as a game-changer in the colour cosmetics industry with its innovative, long-wear formulations designed for modern, dynamic consumers. The brand’s 3-in-1 Lipstick and All Eyes On You Mascara have gained widespread popularity, setting new benchmarks in beauty innovation.
As the newest addition to Honasa Consumer’s portfolio, Staze Beauty brings a revolutionary approach to makeup, combining expertise, precision, and cutting-edge technology. Created by a coalition of 43 beauty experts, including dermatologists, product specialists, influencers, and makeup artists from around the world, Staze 9 to 9 is designed to cater to mass consumers with high-performance, trend-driven products.
