Crayola x Asos

Crea cosmetics launched Crayola Beauty exclusively to ASOS in June 2018. The innovative range includes 95 vegan and cruelty-free colourful shades. Crayola’s assortment features colour-changing lipsticks, eye palettes, bright highlighters, bold mascaras, and an artist-like brush kit, as well as the world’s first face crayon that can be used across eye, lip, and cheek.


The challenge for CAA-GBG was to bring Crayola into the adult space, with the opportunity to develop a make-up range in collaboration with ASOS. The product enabled the brand to target Gen-Zs, allowing the consumer to tap into their inner child where make-up application is inspired by drawing. The range’s breadth of colour is inspired by the brand’s true spirit of self-expression and personal creativity.  


The Crayola Beauty range launched exclusively to ASOS and generated over 1 billion global press impressions. Beginning with ASOS enabled a robust marketing campaign across all their digital platforms, making it possible for Crayola to reach nostalgic connections with new adult audiences and extend into the self-expression creative beauty market.