The media team saw an opportunity to break totally with conventions for the beauty products category, by not using traditional media such as TV or print.Using skywriting at a major event, like the ‘City to Surf’ road race meant they could reach an audience of around 150,000 people for very little cost.And, because of the nature of the medium, the skywriting could be written several times throughout the event, at different locations; the race start, over the city and the finish at Bondi beach.