Gucci’s new lipstick ad campaign turns imperfections into assets

Translated by
Nicola Mira
today May 6, 2019
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Gucci has launched its first lipstick collection with a headline-grabbing, innovative advertising campaign in which there is no place for perfection. Alessandro Michele, the Italian luxury label’s creative director, who was involved in the design of Gucci’s first lipstick range, decided to highlight, rather than gloss over, the imperfections on the campaign’s models’ faces.

The criteria of beauty are perhaps changing. If this isn’t the case, then Gucci is definitely going down a brave road with its newly launched advertising campaign for the label's first-ever lipstick line. The mouths of the new collection's ambassadors, pictured in close-up shots, are totally unlike those that are usually featured on adverts for make-up products.

Contrary to what can be seen elsewhere, the models’ teeth are neither perfectly straight nor polished, and certainly not sparkling white. Even the skin around the lips has not been cleared of blemishes. In other words, the models are ordinary women, their ordinary imperfections becoming appealing assets, far from the normal beauty canons.

For the campaign, Michele resorted to ambassadors with an unconventional style, like punk musician Dani Miller, alongside models Achok Majak, Mae Lapres and Ellia Sophia. The four young women have been photographed by Martin Parr.

The Gucci Beauty lipstick collection features 58 shades with different types of finish, including a satin effect.

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