Cinema Secrets Refreshes Its Brand by Revisiting the Golden Age of Hollywood

The speed in which change is happening in our world is unprecedented and exponential. The make-up world is no exception. As young startups flood the market, and vloggers and influencers gain traction, larger, older brands are realizing they have one thing all this permutation doesn’t. Fleetwood Mac’s firecracker pop hero, Stevie Nicks, probably put it best during an interview regarding the band’s comeback tour in 2013: “We’re older and we have more experience.”

Behind the scenes of photoshoot for Cinema Secrets new campaign
Behind the scenes of photoshoot for Cinema Secrets new campaign | Photo by Marlee Gomez

Cinema Secrets was created more than 30 years ago. That was before the invention of the World Wide Web! It was created by a Hollywood make-up artist and quickly became one of the original Hollywood make-up lines. Today, the brand is still family-run and takes pride in its legacy.

Behind the scenes of photoshoot for Cinema Secrets new campaign
Behind the scenes of photoshoot for Cinema Secrets new campaign | Photo by Marlee Gomez

The company recently weathered the loss of Maurice Stein—the company’s founder and an iconic figure in the make-up industry. Of this loss, the Stein family says: “We saw such an outpouring of affection and admiration for our father during this time, it reminds us what he, and the company, meant to people. It solidified our decision to go back to our roots and recapture the company’s magic and history.”

An image from Cinema Secrets new campaign
An image from Cinema Secrets new campaign

To recapture the magic and history, Cinema Secrets is not rebranding, but in a sense, debranding. They are stripping away all the bells and whistles and going to the core of what has made them a time-honored brand, showcasing experience, knowledge and authenticity.

Brand Nostalgia

Brand nostalgia, as the trend is becoming known, is a way for these older brands to cut through the noise. By taking elements from the past, Cinema Secrets’ new marketing strategy will remind consumers of the company’s core values and of its heritage, all while embracing new trends within the industry. This new strategy includes launching new products with color collections that reflect the brand’s heritage and maintains the quality their consumers have come to rely on. The marketing campaign is called The Golden Age of Hollywood.

An image from Cinema Secrets new campaign
An image from Cinema Secrets new campaign

Further inspiration for the campaign came from a black and white logo Maurice designed that had the profiles of a male and a female head. The company decided to redo the logo as a tribute. Along with Maurice’s signature, the new logo features an image of Maurice’s grandson and of a model.

In tandem with the new logo and product launches, the company will add an educational component to the campaign with tutorial videos on their website. Education has always been a core value for Cinema Secrets, as they were one of the first cosmetic lines to cater to professional make-up artists.

An image from Cinema Secrets new campaign
An image from Cinema Secrets new campaign

This reinvigorated focus on education was also inspired by Maurice who once said: “My dream is to be able to educate as many people as possible.” The company’s spokesperson says they plan to use this moving forward “as inspiration to continue to grow our educational programs in both our wholesale and retail divisions.”

In their press release, Cinema Secrets discusses this next phase and the educational component: “Now, these coveted industry secrets will be shared with all of their customers. The brand refresh is an exciting time at Cinema Secrets. There is a real sense of returning to a time of purpose and brand clarity, realigning the brand with what it actually means to customers.”

Cinema Secrets’ Golden Age of Hollywood marketing campaign is about reflection and nostalgia. It promises to bring us back to a time where quality, professionalism and core values met creative exploration.


The new campaign and color collections start to roll out this summer at CinemaSecrets.com.