With the launch of Illuminating Shine, we knew Pure Color Envy wasn’t just about product—it was about how it made the wearer feel. This wasn’t a campaign for a lipstick. It was a cinematic narrative about confidence, radiance, and attitude. Pure Color Envy became more than a product—it became an attitude.
We developed a high-wattage muse—composed, bold, and impossible to ignore. Directed by Jean-Claude Thibaut, with print photography by Giampaolo Sgura, with makeup by Stephane Marais and styling by Carine Roitfeld. The visual tone was cinematic, rooted in high-gloss portraiture that aligned product messaging with emotional benefit.
This wasn’t a traditional model shoot. It was a character-driven story, led by lipstick. We aligned product storytelling with a clear emotional hook—confidence that shines.
While the campaign was designed for a global audience, we tailored the message to resonate within key APAC markets—emphasising the idea of radiant self-expression and individual attitude.
BTS by Nick Krasznai, and studio photography by Daemian + Christine. Still life photography was provided by Travis Rathbone,
