Beautycounter: Beyond Gloss & Sheer Genius Lipstick

Copy direction and editorial strategy for the launch of Beyond Gloss and Sheer Genius Lipstick—two products that embody Beautycounter’s commitment to responsible sourcing. Campaign storytelling highlighted the mindfully sourced Madagascan vanilla.

This is shine, redefined. Beyond Gloss (a.k.a., our best-selling Lip Gloss) has a new look, sustainable clean ingredients, nine new shades-and major benefits...

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Photo and video credit: Beauty Counter