Lipfinity lipstick makes women’s lips look great for 12 hours without any need to reapply. We needed to dramatise the benefit of this to women beyond a straight product message.

We found that women were most interested in the Lipfinity story when they wanted to feel sexy and confident about the way they look. The 12-hour message meant that they could concentrate on the main task at hand – flirting – without having to reapply their lipstick.Our advertising asked them “Is your lipstick still on?” at precisely the moments when this mattered most.

27% of audience had never used Lipfinity before; however, by the end of the campaign consideration to buy the brand grew to 50% with an overall recall of 72% seeing advertising of Max Factor. September was the highest consumption period for Lipfinity in over two years with YoY indexes of over 200!

It was important that the communication was fun and cheeky to reflect the flirting mindset! An editorial partnership with Elle Magazine focused on sexy lips complete with kissing and flirting tips - culminating in a speed dating event. A viral “Kiss Max” game invited women to practice their kissing with hunk Max. Wine glasses, audio washroom panels and mirror stickers in bars and clubs carried such creative as “…?”

We wanted to dramatise the benefits of the product using TV before women were going out. Magazines also conveyed the benefits to women as they read about the latest beauty look. The viral Kiss Max Game spread the Lipfinity word amongst friends. Washroom media in bars and clubs (the environment where women touch up their make up) provided the “torture test” when women were in top flirting mode and most receptive to messages about sexy long lasting lips.