Essence makeup products are an opportunity for anyone to experiment with different looks that showcase their unique and authentic selves. The LIPS GET LOUD campaign invites consumers to “turn up the bold” and show us how they express themselves in the new lipstick. Bright, colorful illustrative backgrounds, handwritten messaging, and closeup hero photography showcases a variety of playful expressions, letting the lips do the talking.

We created a toolkit of launch assets for in-store promotion and display, digital marketing, guidance for a launch video, and social strategy and promotion that encouraged engagement while highlighting the product benefits: long lasting color, comfortable, and kiss-proof. The brand playbook provided the messaging and creative guidance for Essence to take the campaign into future photoshoots and run.