Chanel Rouge Allure Ink Fusion
Insights & Inspiration
Based on consumer behavior studies, women shop the lip category by color. To stand out from a competitive landscape with more expansive shade ranges, my art director and I developed a concept for color so intense, it has a personality. I created profiles and scripts to personify each color harmony, and executed the campaign across all touchpoints.
#GETINKED Concept
When a woman wears ROUGE ALLURE INK FUSION, the longwearing color fuses with her and amplifies her vivid personality. To convey this principle, we show a monochramatic takeover of color–a 'living filter’–to represent the woman embodying this color. This experience expresses that when a woman wears INK, the color becomes part of her.
The campaign manifests through this revelation of color personalities in a series of films. In each film, the model personifies an INK color, coordinated with the mask on screen. The color comes to life through her talking, moving, acting and revealing her personality. Influencers seed the campaign using the filter. POS and website offer interactive enhancements
Characterizations to Establish the Unique Rouge Allure Ink Color Personalities
WHO IS RED?
She doesn't need to look at you to know that you're already staring at her. She does everything with bravado. Don't tell her your secrets; she's not your confidante. She gets bored very easily and will try almost anything; the only thing she would never do is get back together with an ex...and if she did, she wouldn't tell anyone.
Emphatic. Passionate. Opinionated. Sarcastic. Provocative. Defiant.
WHO IS PINK?
You like her so much; you really want to think she cares about you. She may or she may not—but you'll never know. The truth is, she is curious...not about you, but about everyone around her. You should take her and her sense of humor very seriously. She doesn't like routines and schedules. She would get back together with an ex, but only because she didn't remember him from before.
Irreverent. Lighthearted. Illusive. Stubborn. Unconventional. Confident, but she can laugh at herself.
WHO IS BERRY?
Not your typical femme fatale. She doesn't want to overpower,
she actually wants you to show your power. If you can't handle it, just step back. She's noncommittal about most things—except herself. She may get back together with an ex now and then, but only for the night.
Sultry. Unapologetic. Sensual. Mystical. Bold. Voracious. Spontaneous.
WHO IS BEIGE?
Just because she seems natural doesn't mean she's gentle. She shows her strength in every move, but she's not trying to show off. She thinks ahead, but she never looks back. She believes in acting on instinct, as long as she doesn't hurt anyone. She genuinely cares for people around her and encourages you to be yourself. She's good friends with her ex, but she wouldn't get back together with him.
Authentic. Unabashed. Warm. Spontaneous. Comforting. Resolute. Empowering.
Campaign Videos
MM Portfolio 2022 KEY.mp4chanel_ink_immerger_Pink_FADE_13s_TCDEF_9.16_VO__H264.mp4chanel_ink_immerger_Berry_FADE_13s_TCDEF_VI_9.16_VO__H264.mp4chanel_ink_Beige_immerger_FADE_13s_TCDEF_9.16_VO__H264.mp4chanel_ink_facetime_9-16_V2_H264.mp4RAI Fusion_MOODBOARD-6-blk.mov
AR films
AR shade stories
Rouge Allure Ink Fusion Case Study
CONTEXT
Create a worldwide launch campaign for high-priority makeup product to extend the ROUGE ALLURE INK franchise.
CONUNDRUM
How do you launch a product in a competitive landscape that’s already saturated with color? And since this product is an extension of an existing line, the point of difference really needed to stand out. I knew we had to make this product come alive.
CAMPAIGN + CONTRIBUTION
Ideating around the concept of the ‘fusion,’ I partnered with my art director to create a campaign for color so intense, it has a personality. I then developed scripts and personas for talking color films, starring Vittoria Ceretti personifying each color with in a unique voice. The films were shot and uniquely styled to express that the color becomes you. We deployed the campaign across a complete digital ecosystem, including paid and organic social units for both @chanelofficial and @chanel.beauty Instagram accounts, Chanel Facebook, YouTube, LinkedIn, Twitter, chanel.com e-commerce experience, e-CRM and e-retail accounts.