Essence positions their makeup products as an opportunity for anyone to experiment with different looks that showcase their unique and authentic selves. With LIPS GET LOUD, our campaign invites consumers to turn up the bold and show us how the new lipstick enables them to express themselves all day. 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, comfort, and kiss-proof. Our LIPS GET LOUD playbook provided the messaging and creative guidance for Essence to take the campaign and run.