Clinique encourages women to play with colour and be their own Pop Artist

Clinique partners with 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 four genre 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.”

Pop Artist Zara Larsson, is on the brink of global stardom and is a bonafide superstar in Scandinavia.  Since winning Sweden’s Got Talent in 2008, she has topped the charts in Sweden and Norway and has earned 3x-Platinum certification with her single “Uncover”. Featuring her single “Lush Life”, PLAY WITH POP reflects the spirit of Clinique’s latest makeup trend, Pop Artistry. The products in the trend empower anyone to be their own pop artist making it playful and easy to explore different personalities, as well as different ways to express it, with just a simple swipe of color. Zara in this interactive music video exemplifies the young, fresh and daring artist that inspires and motivates women to play with colour.

Each of the genre versions in PLAY WITH POP identifies with a different make up look and has its own tone of voice.

• Bare: Acoustic Nude, featuring Clinique Pop Lacquer Lip Colour & Primer in Wink Pop. It’s the most natural of the looks and the most intimate of the performances.
• Bold: Country Red, featuring Clinique Pop Lip Colour & Primer in Cherry Pop. A country version with an edge, expressed through a bold lip and eye look.
• Sweet: Pop Pink, featuring Clinique Pop Glaze Sheer Lip Colour & Primer in Bubblegum Glaze. A colourful version with a female power pop star tone.
• Vixen: Dance Plum, featuring Clinique Pop Lip Colour & Primer in Berry Pop. A vixen-like look with a tough and fiery voice.

PLAY WITH POP, a global music video campaign which was directed and shot by Hiro Murai on location in Los Angeles, will encompass print, digital, and social channels.  It will present 4 different genre versions of “Lush Life”, which lyrics talk about having fun and experimenting in life.