Author: Trusha Naidoo

Date: 8th October 2016

​

Which is the must have matte of the moment you ask? Word is Maybelline New York has just launched Vivid Matte Liquid. It’s the soft matte that makes vivid impact. I kid you not. Our idea for the launch was centred around #VAVAVIVID. I made up this word to capture the intensity of the colour and the feeling you get when you wear it. In other words - pouts go kapow!

​

Our campaign positioned Vivid Matte Liquid as the Official Lip Colour of London Fashion Week. The full colour fashion-led story starring Gigi Hadid and Jourdan Dunne featured a TV spot, a vignette, playful banners, gifs, a promotion and activation at London Fashion Weekend.

Women who bought into #VAVAVIVID lips were rewarded with lip stickers of all 8 colours for their iPad, phones, laptops and handbags, obvs!

​

Lippy lovers also could also post their “lips & shades” selfies to enter the draw to win Fashion Weekend tickets. The Stylist wrap told the “lips to look” story to commuters during London Fashion Week. Influencers on the frow were rewarded with a #VAVAVIVID swag bag, packed with every shade so they could take as many “lips & shades” selfies as poss. We also snapped influencers striking a pose with the fash pack brandishing our supersized #VAVAVIVID lip cut outs for Insta-fame.

 

We popped over to London Fashion Weekend to check it out and have a play with the “lips & shades” GIF booth. Let’s just say our lips didn’t lie!

​