Soap & Glory have a long running theme of cosmetics that inspire confidence in the wearers. This is also the leading message behind their More Than Lips campaign that launched last week, supported by Ready through social video content and a campaign landing page.
The first part of the campaign took place at the Women’s March in LA. Soap & Glory set up an experiential activation that invited women to try their latest product launches. These included the Peach Pout Completely Balmy Lipstick, the Spectaculips Matte-allic lip cream and Poutstanding lip crayon.
Girls could try the new products or long-time favourites to create a lip look at the pop-up. They then sat in front of a camera that focused close on their lips and shared stories. These were inspirational thoughts or personal experiences. It’s all about the message that we should draw attention to women’s lips not because of how they look, but what they have to say.
After all this footage was collected, we had a quick turnaround to edit it into something that drove awareness of the event and the message but was also commercially viable in that it showcased the new products. Through our long running relationship with Soap & Glory, we know inside out what fits the brand.
We created two short-form videos for social channels from the main footage. It arrived successfully on time for the launch and we love how it turned out. To showcase all this exciting new news we built a campaign page on their website too. This is a place to learn all about the More Than Lips campaign and the products behind it.
Check out the videos and see how the Soap & Glory women are #MoreThanLips!
We proudly support the bosses behind the glosses! 💋 We’re drawing attention to women’s lips, so everyone can hear what they have to say 💖 Learn more about our #MoreThanLips campaign and share your story today >> https://t.co/s3ljvlRn1i pic.twitter.com/tEnhJF7M7x
— Soap & Glory (@SoapandGlory) February 23, 2018
Cosmetic Business picked up the story and they talk more about other aspects of the More Than Lips campaign as well.