Transform Estée Lauder's Pure Color Envy from a product into a perspective. With APAC insights revealing a hunger for deeper storytelling in the lip category, we needed to create more than just new shades—we needed to craft an attitude.

In beauty, transformation isn't just about colour—it's about confidence. The most compelling lipstick stories aren't about what the product does, but who you become when you wear it.

Create a character, not a campaign. The Pure Color woman became our muse: a high-wattage personality who lights up rooms without trying, maintains composure in chaos, and embodies unapologetic femininity.
We crafted a personality that was:

• Effortlessly magnetic

• Unconsciously captivating

• Charmingly unaware

• Composedly chaotic

• Unapologetically feminine

We created a franchise attitude that transcends single launches. Built a character-driven narrative for the lip category. Crafted visual storytelling that bridges cultures. Established new emotional territory for the brand.

Assembling a dream team of fashion's finest:

• Direction: Jean-Claude Thibaut

• Photography: Giampaolo Sgura

• Makeup: Stephane Marais

• Styling: Carine Roitfeld

• Hair: Sebastien Bascle

• Set Design: Laure et Antoine