PAINT THE TOWN RED: “Fasten your seatbelt and prepare to make a bold entrance,” wrote Délphine Viguier-Hovasse, global brand president of L’Oréal Paris, in a LinkedIn post by way of introduction to the brand’s latest campaign on Instagram, for its Infaillible Matte Resistance liquid lipstick.
The spot features a vintage Citroën — in lipstick red — and matching XXXXL tube attached to its back. As the car drives up Paris’ Avenue de l’Opéra, it paints a trail of red liquid lipstick from a massive wand and goes past letters spelling out “matte resistance” on the cobbled street. In the distance, the Palais Garnier is draped with a huge banner that reads “L’Oréal Paris.”
As artificial intelligence seeps into the realm of beauty, the fine line between dream and reality blurs.
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The lipstick spot is going viral. Just two days after going live on L’Oréal Paris’ Instagram feed, it has garnered 3.5 million views, 122,000 likes and more than a thousand comments.
“Have you seen our lipstick car all around Paris? Dream or reality…?”
Of Infaillible Matte Resistance, Viguier-Hovasse wrote: “With its 16-hour resistance, lasting power meets unstoppable allure.”