Brief: Create and seed a distinctive winning lip attitude for Estée Lauder Pure Color Envy. Inspired by insights from APAC research - driving brand aspiration with increased storytelling for the lip category.

Solution: Focus on the transformative power of Pure Color Envy lipsticks - with the introduction of 6 new shades designed primarily for APAC with a global mindset. We defined a new attitude for Pure Color franchise that can carry beyond a single product launch.

Attitude: The Pure Color woman is a high-wattage character, she’s the living embodiment of positive energy - captivating to all. She’s beautiful in a heart-stopping way, yet she’s unaware of her impact. She’s both charmed and charming at the same time. In the midst of chaos, she appears cool and composed, sexy and unapologetically feminine. She creates a tangible energetic shift when she enters a room, literally lighting it up, wherever she goes.