The year 2020 witnessed an exceptional phenomenon at Hermès: the birth of beauty. To accompany this novelty, the agency was committed to asserting Hermès as a distinct player in the category. To achieve this, it relied on the deep-seated values of the house to convey an authentically Hermès message, both strategic and tactical.

The launch of Plein Air marks Hermès' entry into a new territory, that of complexion. It also provides an opportunity to explore a new aspect of Hermès Beauty, which complements that embodied by Rouge Hermès: a bold, natural, fresh, and outdoor beauty, driven by the lifestyle dimension of the house.

With the spotlight on these new items, Hermès unveils another vision of beauty, fresh and imbued with softness and naturalness. Despite being 187 years old, the house remains innovative in a highly competitive category. The goal is to establish a vision of outdoor, natural femininity, Plein Air. With the tinted balm, Hermès lends its Beauty gesture a more intimate dimension: for the first time, they "touch" the skin with the tips of their fingers.

Hermès Plein Air is about letting the complexion breathe.

In a vividly realistic setting, a herd of horses’ races through the city, spreading a powerful gust that tousles and fills the urban space. This wind carries everything in its path, subtly highlighting the Hermès complexion on the skin of three women. This event embodies both the characteristic energy of the house and a benevolent message, transforming makeup into a delicate caress. These women, caught in the current, see their natural beauty enhanced by the gust, thus offering a bold and poetic perspective on the notion of a moving complexion.

No data, no targets, only one purpose: express the identity of Hermès through tactical campaigns.

A cast of elegant and courageous women serving the concept.

The director, Jonas Lindstroem, establishes a new territory to convey the concept powerfully and elegantly, with a lively, dynamic camera that expresses the essence of Hermès better than words ever could.

No data, no targets, only one purpose: express the identity of Hermès through tactical campaigns.