Cloud Paint Extension Campaign - Launch of Wisp + Soar
Overview
Makeup should be fun, easy, imperfect, and personal. The launch of Cloud Paint underscored our approach to beauty perfectly, a user-friendly blush that’s a joy to apply, sheer and buildable, and a dewy formula that would work on everyone.
With the upcoming shade extensions, we had the opportunity to provide products that allow our community to play even more with color and expand on prior storytelling, while demonstrating the universality of our products.
Inspired by the summer months, Wisp is a wearable, bright lilac and Soar, a vibrant, over-blushed pink that appears as a naturally rosy, glow from within flush.
Concept
We declare our deepest selves in our most casual actions, including the way we apply makeup. Cloud Paint is playful, imperfect and a tool for self expression. This campaign will show different interpretations of how to Cloud Paint while emphasizing the pillowy, bouncy and seamless texture.
Shifting away from sunsets and towards bright blue skies for summer, talent will appear as though they are free falling, while wearing easy washes of custom created combinations of Soar + Wisp. Different combinations of Cloud Paint colors and placement will show the versatility of the new shades and feel joyful, playful and candid.
IG Stories
