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 “…?”

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!