Emerald Lipstick

In 2023 Estée Lauder launched the flagship Emerald lipstick. To maximize the impact of our campaign, we need to infuse the content with novelty and create a buzz. This time, we worked with the top tier actress - Yang Mi, who is widely recognized for her soft, glamorous long curls. To give her fans and the public a fresh perception of Yang Mi, we had her try a bold, slicked-back look—something she had never attempted before. This new style indeed captivated her fans, sparking widespread discussion and generating significant social media buzz, which, in turn, effectively boosted the product’s sales performance.