Imitation is (apparently) the best form of flattery. And boy oh boy, we are FLATTERED by MCo Beauty’s shameless dupes!

We want to take this opportunity to bite back with a cheeky hype campaign that simultaneously ‘compliments’ and shades MCo’s copycat strat. Because as the saying goes: keep your friends close, and your enemies closer.

Yep, instead of getting our knickers in a knot, we’ll applaud our biggest fans for having the guts to do what others would never … Ctrl+C, Ctrl + V. And by love-bombing our competitors, we’ll naturally put an end to those nasty feud rumours and prove to the world, we’re sleeping better than ever.

Ultimately, we’ll use this tongue-in-cheek campaign to publicly thank our admirers and catch MCo Beauty off-guard.

Think smear campaign, but cute. Reow.