Lip & Cheek Launch Campaign
LABORATORIOS BABÉ
Industry: Dermocosmetics
Services: Creative concept, art direction, audiovisual production, 3D animation, content strategy, landing page design, newsletter and paid media campaigns.
Lip & Cheek
SPF 50 & Colour
The Client
Laboratorios BABÉ is an international dermocosmetics brand recognised for its scientific approach to skincare and its commitment to effective, safe and skin friendly formulations.
The Challenge
The launch of the new Lip & Cheek shades required communicating a product that combines SPF 50 and colour, positioning it primarily as a coloured lip balm with SPF 50 rather than a conventional make-up item. This needed to be achieved without compromising the brand’s scientific and dermatological positioning.
In addition, the aim was to strengthen BABÉ’s connection with a more lifestyle driven audience, integrating the product into everyday situations in a natural, emotional and aspirational way.
OUR THOUGHT-PROCESS
We needed to communicate multiple benefits within a single product: sun protection, colour and versatility of use, while balancing BABÉ’s scientific positioning with a more lifestyle oriented and approachable tone.
To develop the concept, we used the “&” symbol as a visual representation of versatility and as the central idea of the campaign. Beyond its natural connection with the Lip & Cheek name, it allowed us to express the combination of benefits and everyday scenarios associated with the product:
SPF50 & COLOR
SPF50 & PÉPTIDOS
SPF50 & CAFÉ EN LA TERRAZA.
The “&” symbol became a flexible narrative tool, adaptable to multiple contexts and everyday scenarios, reinforcing the multifunctional nature of the product.
At the same time, both the use of the “&” and the claim “This look is sun proof.” introduced a rational and functional layer within a campaign with a strong lifestyle aesthetic.
The campaign was structured in different phases, where the product attributes and usage scenarios were progressively revealed, leading to a natural conclusion of the narrative: “This look is sun proof.” A claim built from the accumulation of all these messages and from the idea of versatility represented through the “&”.
Nuestra solución
We developed a visual narrative based on 3D animation, digital audiovisual pieces and a UGC content strategy featuring different profiles, showing the product integrated into everyday situations.
The campaign combined a main hero video with lifestyle pieces and UGC content, reinforcing the positioning of Lip & Cheek as a tinted sun protection product for lips and cheeks designed for everyday use.
The launch enabled BABÉ to connect with new audiences through a more approachable, visual and contemporary approach, while maintaining the brand’s scientific and dermatological credibility.
69,9% implementation
Additionally the creative concept and campaign structure were designed with international implementation in mind, enabling consistent execution across the brand’s digital partners.
The campaign was implemented in 16 countries and achieved a 69.6% simultaneous implementation rate among European digital partners.
