The beauty industry has long told women how they should behave. Julep Cosmetics wanted to actually listen to them. To launch Julep’s new Cushion Complexion product, a national survey asked women about the role makeup plays in dealing with the challenges they face everyday. Using this data, we created a first-person video game that let women beat the crap out of everything that frustrates them - from catcallers to ticking biological clocks. Data informed every aspect of the campaign, including the website which shared the results of the study, a video game and a web video. PR centered around key statistics.