Clinique encourages women to be their own pop artist through new initiative

10 Feb,2016

By A Correspondent


Clinique has partnered pop artist Zara Larsson to create the industry’s first interactive music video – Play with Pop. The video, launching in late February 2016, will feature fourgenre versions of Zara’s single“Lush Life” and her look will instantly transform in each with bold lip looks from Clinique’s Pop Artistry Trend. The featured genres are Acoustic, Pop, Dance, and Country, and through this Clinique is showcasing how women express a different emotion or side of themselves when changing their lipstick.


The interactive video will allow viewers to change the style of the song at any point simply by clicking the coloured bar, which correlates with different shades of Clinique Pop Lip Colour + Primer. When done so, the entire look and feel of the video will change, including makeup, hair, choreography, background and lighting.This inspiration stems from the emotion that women feel when wearing a certain lipstick shade. Melissa Knapp, Senior Vice President, Global Creative, states “When a women wears red she might feel bolder, more empowered, a plum shade might make her feel fiercer, while a nude colour may make her feel more feminine.  Therefore, we wanted to tap into that emotion for each of the genres in Zara’s look, but also how she moved, the lighting, the colours, and every other facet of the video.”


Play with Pop, a global music video campaign which was directed and shot by Hiro Muraion location in Los Angeles,will encompass print, digital, and social channels. It will present four different genre versions of “Lush Life”, which lyrics talk about having fun and experimenting in life.


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