To launch Belo BB Body Spray, a product that helps cover blemishes on arms and legs (the first of its kind in the country) we put it through the ultimate test — a tutorial video demonstrating how well the beauty product worked — on a gay man.

The first step to introducing the Belo BB Body Cream was a dance video tutorial that flaunted its concealing power on a fierce, new icon — a gay dancer. The reveled young performer was front and center of the campaign as the main and sole influencer for a cosmetic product — a first for the local beauty industry.

This set the perfect stage for the local dance community to show off the product — as they are demanded a flawless performance, a stark contrast to the scars and bruises left behind by rigorous rehearsals.

And soon enough, others were quick to pick up and follow the brand’s lead:  from renowned choreographers and celebrity coaches to prominent gay entertainers  — more people were emboldened to show off their flawless moves.

For the first time, a local beauty brand did not hide behind traditional labels or standards; The openly gay dancer inspired his outspoken communities to come out and spread the long overdue message: Flawless is Genderless. It got 32,701,012 in total impressions, 6,557,554 in a total post engagement, 113% increase in retail sales and a whopping 400% increase in e-commerce sales, with ZERO ATL support.