L'Oreal Paris is continually launching new brands and products, and in 2002 Endless was their critical lipstick launch. Our challenge was to introduce this product, whose core feature was long-lasting color without drying, in a new and innovative way. This was to be done in a category that practically demanded the use of traditional media beauty magazines and TV in order to compete. Our idea was to use the magazine/reader connection of the Lucky Stickers page to endorse our product. In doing so, Universal McCann was able to create buzz and excitement through a new and clever medium.