PURE COLOR LIPSTICK
Make the Moment
Five global hero shades — each imagined as a persona with her own world, her own energy, her own mark. Paced out over a year, five hero films revealed these characters in immersive environments drawn from Estée Lauder’s design codes and packaging cues.
Distinct yet threaded together by a modern brand elegance, the series transformed color into character, each shade into a story.
#LeaveYourMark
Grace in 699 Thrill Me
A spark in motion. She doesn’t arrive — she sweeps you up, pulling you effortlessly into her rhythm.
Somin & Shaanti in 666 Captivated
Elegance distilled. Her presence is quiet yet undeniable, leaving refinement in her wake.
Claire in 816 Suit Up
All edge, no hesitation. She moves with purpose, radiating the kind of confidence that fuels ambition.
Aya in 682 After Hours
The night is hers. Mischief and sensuality entwine as she magnetizes, then vanishes into the dark.
Grace in 888 Power Kiss
Rules don’t apply. She plays with fire, creates her own trends, and dares anyone to tell her no.
Key Visuals
With its refillable fluted bullet, debossed logo, and gilded case, the packaging became the star — showcased through luxe animations and stills that amplified awareness and badge value.
Social & Digital Content
BTS Content
TikTok & Reels’ content extended engagement and supported Make the Moment concept through B-roll, application and product moments.
Team Credits
SVP CD Matthew Parr
VP CD Janice Veksler
ECD Joni Sato
ACD Marco Crema
Social Editor Sagie Baron