L’ORÉAL PARIS
The makeup line made for our new digital lifestyles
We pitched this idea to L’Oréal Paris as a proactive piece of work in January 2020, the project evolved along with a global pandemic that forced us to stay at home.
Playing into our new digital lifestyles, SIGNATURE FACES is the first makeup collection wearable exclusively online.
Available on Google Duo, Snapchat, and Instagram, SIGNATURE FACES meets Gen Z where they’re increasingly spending their time – online. From video calls, to live streams, to social feeds.
Pushing the boundaries of modern makeup
We asked designers Ariel Lu and Sylvain Gaussens and design & innovation studio Adventure Club to create 3D textures that can only exist online.
The result is total of 10 virtual filters, available only in the digital space. Users can play around with the innovative, digital textures, whose unique design means they move with the face on the screen, for an exhilarating, hyper-real look.
Campaign Live, Refinery29, Vogue, BFM TV, France Inter, La Réclame, CB News, France Culture, Vanity Fair, Stratégies and many others talked about it, in Europe and across the world.
Agency: VIRTUE
Creative Directors: Pascal Rotteveel, Viktor Jakobsson
Creative & Art Direction: Carole Ferrandez
Designer: Manuel De Jong
Strategy Director: Abigail Persico
Producer: Mathilde Grenod
Business Director: Stefanos Constantinou - van Heugten
Sr. Account Manager: Alice Kraft
Graphic design, visual identity, and development: Adventure Club
3D design: Ariel Lu & Florian Gaussens