Beauty & Culture
Juicy Tubes wasn't just a lip gloss. It was the actual product behind a generation's most iconic on-screen kisses, and nobody knew. The idea: build a "Kissing Web." A staggered, made-for-social cinematic universe connecting the biggest characters and icons of the 2000s, each linked to the next, each revealing they had worn Juicy Tubes in their most memorable kisses. Chuck Bass from Gossip Girl. The O.C. couples. A Cinderella Story. Mean Girls. Paris Hilton. It reframed a lip gloss as a cultural artifact and turned a product story into a suspense narrative with the pacing of a prestige TV season.
In partnership with L'Oréal's in-house agency, we developed a narrative framework and targeted assets to ensure that the creative would resonate with the global audiences that had unique relationships with the selected IP.