Staze launches ‘Can’t Staze Calm’ campaign to celebrate bold, fun, and fearless beauty

2026-06-07 06:53:53 Business

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17 February 2024: Staze Beauty, the dynamic color cosmetics brand from the house of Honasa, has unveiled its latest campaign, 'Can't Staze Calm.' Through a series of three quirky brand films, the campaign celebrates the bold, unapologetic spirit of Staze, positioning its high-performance products as the must-haves for every modern beauty enthusiast - all with a playful and unconventional twist.

Conceptualized by Double Barrel Communications, these films break away from the traditional glamorization of makeup, instead making beauty fun, effortless, and unapologetically real. The first film turns a dramatic poolside rescue into a comedic moment when a confident girl pushes through the crowd - not to perform CPR, but to save the day with Staze Tubing Mascara, proving it's mess-free, smudge-proof, and long-lasting. The second film adds a spooky twist as a girl fearlessly offers a Staze 3-in-1 Lipstick to a ghost, proving great makeup lasts even in the afterlife. The third film builds suspense as a hooded figure stalks a young man, only to hilariously reveal she just wanted to show off the Staze 2-in-1 Gloss Lock.

Speaking about the campaign, Meetu Mulchandani, Head of Brand Factory, Honasa Consumer Limited said, "In just one year, Staze has seen tremendous growth, winning the hearts of consumers who love our bold and high-performance beauty solutions. With the 'Can't Staze Calm' campaign, we are spotlighting what really sets our products apart - unmatched quality and long-lasting power - by placing them in different fun and unexpected situations. We have designed them to resonate with today's young beauty enthusiasts, who seek products that are both effective and playful. These films bring out the unique edge of Staze in a way that is as entertaining as it is impactful - because great beauty should never be boring!"

Neelesh Phadnis, Founder & MD, Double Barrel Communications Pvt Ltd said, "When Honasa Consumer Products approached us with a bold and unconventional challenge to create shock value through films for their cosmetic brand, we knew we were in for something exciting. At Double Barrel Communications, we dove headfirst into this brief, crafting three wild and unexpected stories to bring Staze Cosmetics' 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. We pushed boundaries, had a blast along the way, and truly enjoyed collaborating with the team to make something unforgettable."

Staze Beauty was launched last year to redefine makeup with its innovative, high-performance products designed for modern, dynamic consumers. Focused on long-lasting wear and bold formulations, the brand has quickly gained love from its audience, with the 3-in-1 Lipstick and All Eyes On You Mascara emerging as a game-changer.

ABOUT STAZE BEAUTY

Staze Beauty is the newest addition to Honasa Consumer Limited's portfolio, offering a revolutionary approach to color cosmetics. Created with precision and powered by innovation, the brand aims to become the go-to color cosmetics brand for mass consumers. Created by a coalition of 43 esteemed beauty experts, including product specialists, dermatologists, influencers, and makeup artists from around the globe, Staze 9 to 9 sits at the intersection of expertise and cutting-edge technology, leading to a lineup that sets new benchmarks in beauty innovation.

About Honasa Consumer Limited

Honasa Consumer Limited is a purpose-driven brand house building the future of personal care and beauty. The company has created a portfolio of digital-first brands, including Mamaearth, The Derma Co., Aqualogica, Bblunt, Dr Sheth's and Staze, based on a customer insights-led innovation strategy. With more than 100,000 FMCG retail locations and a vast omni-channel distribution network that covers 18,000+ pin codes in India, Honasa's products are accessible to customers across 700+ districts across the country.