L’Oréal leveraged National Lipstick Day to launch its new Riche Matte Lipstick, encouraging people to demonstrate how lips can be bold in more ways than one.
On July 29, L’Oréal has invited consumers anywhere in the world to show off a bold hue and share bold words on social media. The #ReadMyLips social media campaign brings to life L’Oréal Paris’ iconic tagline, “Because You’re Worth It,” and the brand’s longstanding belief that all people have something worthy to say.
The brand’s powerhouse roster of celebrity spokeswomen, along with brand experts and social influencers, will come together on National Lipstick Day to show off their favorite lip shade and share empowering messages on social media.
“Conversations around National Lipstick Day have traditionally been focused on best-sellers and general lipstick facts,” says Anne Marie Nelson-Bogle, SVP of marketing, L’Oréal Paris USA.
“As a brand that has supported the individual beauty and intrinsic worth of all people for over 40 years, we wanted to participate in and elevate the conversation by not only celebrating our newest Colour Riche lip launch but even more importantly, people’s powerful words.
Anyone can join the campaign by uploading photos or videos of themselves wearing a bold lip colour and sharing why their lips are bold in more ways than one – whether helping to advance an important message, championing a cause or sharing an inspirational quote.
To participate, posts should tag @lorealmakeup using #ReadMyLips and #lorealparis. Posts will be aggregated to create a global platform where people’s voices can be seen, heard and shared, and L’Oréal Paris will share selected posts on its own global social media channels, showcasing both the bold looks and meaningful sentiments people are expressing.
Meanwhile, the new L’Oréal Colour Riche Matte Lipstick have been released in 16 matte shades, “allowing everyone to find a favourite shade and help make their lips bold in more ways than one”.