- CO-CREATED WITH THE PROS.
September 19, 2020: MAKE UP FOR EVER IS MAKING ITS REVOLUTION The NEW ROUGE ARTIST launch is a brand statement for MAKE UP FOR EVER. Through this lipstick innovation and a disruptive campaign, MAKE UP FOR EVER reveals its new image and reaffirms the brand’s vision: today, at MAKE UP FOR EVER, we are a collective of makeup artists co creating high performance products and services. Through our artistry, we inspire and empower people to unleash their personal edge. MAKE UP FOR EVER’S brand mission through the launch of ROUGE ARTIST is to elevate through education and empower people to reveal and claim who they really are. ROUGE ARTIST also challenges the MAKE UP FOR EVER consumer by asking who are you? What’s your story?
INTUITIVE UNIQUE DESIGN
The new ROUGE ARTIST lipstick facilitates application with an intuitive unique design: the lipstick is held in the hand like a lip brush. This unique gesture helps everyone to perfectly shape their lips in a high precision and effortless swipe. For 99 DHS ROUGE ARTIST features a high precision new design, an incredible unique blur and a semi-matte finish, and an intense color available in 60 shades.
A NEW PRO FORMULA: THE BLUR, SEMI-MATTE FINISH
The pros have created their ideal lipstick formula, combining the bold color impact of a matte with softness and luminosity of a satin texture, creating a unique new blur and a semi-matte finish. The pro-crafted ROUGE ARTIST formulation features pigments suspended in emollient oil to maximize intensity without compromising glide. The lipstick is enriched with a Blurring Complex which reveals light-reflective powders to immediately smooth and blur fine lines and imperfections. A nourishing Care Capsule is formulated with 100% natural camellia oil for lush, nutrition and hydration.
THE ROUGE ARTIST CAMPAIGN
The ROUGE ARTIST video campaign featuring the international anthem is “We Will Rock You” kicks off the new brand identity and introduces a collaboration with different characters to embody all kinds of beauty. The characters represent the brand’s core values of inclusivity, empowerment, boldness, creativity, self-expression , and generosity. To represent the Middle East Nour Arida (@nouraridaofficial), whose brazen honesty and unapologetic voice have garnered her an Instagram following of 6.7 million fans, is on full display in our #WeWillRockYou campaign. Nour Says “If you met me ten years ago, I was very shy. I’m still learning how to overcome it and use it as my power,” says “That’s the most important thing: for a woman to love herself regardless of anything. “MAKE UP FOR EVER has partnered with different big names in the region such as Lojain Omran, Maya Ahmed, Salama Ahmed, Rania Fawaz, and The Hala to tell us their own stories and to unleash their personal edge.