Gucci kicked off May with an irreverent campaign for the relaunch of their beauty line. The brand showcased its fifty-eight shade lipstick collection via smiles one would deem unconventional for a makeup ad.
The look of the campaign reminds one of the late ’80s to early ’90s Gucci. The choice not to use the usual perfect smile is signature Gucci shock value. (Think Tom Ford-era Gucci.) It’s also perhaps Alessandro Michele’s nod to the changing beauty standards.
Beauty sleuth and watchdog @esteelaundry shared mixed comments from followers about the campaign. Some are applauding the diversity it shows, others are worried about how it can affect our perception of dental health.
Either way, the photos all blend into the story of the #GucciBeautyNetwork campaign. Earlier on, Gucci posted video clips of different real women talking about what they want in a lipstick. Filtered with that homemade video aesthetic, it looks like Gucci knows exactly what it’s doing by not talking the formulaic route when it comes to its marketing strategy.
Harper’s Bazaar shares why Michele chose lipsticks for the debut of the new Gucci Beauty. “Lipstick is the most beautiful object you can find inside a handbag,” he said. “Lipstick is a playful object because it recalls crayons that children color with. Lipstick also symbolises the world of cinema, and all the famous lips from Hollywood.”
InStyle reports that Michele was inspired by vintage glamour when it came to packaging. The 58 different shades are offered in three finishes: satin, sheer, and in lip balm for. Each finish is distinguished by different tube designs. The Rouge à Lèvres Satin comes in an gold tube with Art Deco etching, Rouge à Lèvres Voile bears a white rosebud pattern while the Baume à Lèvres is in a turquoise tube, referencing how the color was assigned to the female gender before pink.