The art of lipstick.
A highly personal and prioritized beauty item is deserving of a launch that reflects this, and we’ve been savoring the level of detail put into the rollout of Lip Sketch by the team at ILIA Beauty.
For some it can be hard to combine effective brand marketing with intimacy, but we feel that this is a beautiful execution of how much it pays off when it’s done right.
Long-lasting formulation, precision application, and available in 12 new shades…
There’s a lot to unpack with this launch.
The immediate perception of a matte lipstick, not to mention a matte lipstick that comes in pencil format, is beautiful color, but dry texture. But it’s important to know the full name of this product is the Lip Sketch HYDRATING Crayon.
Even more intriguing is the story behind the product’s inspiration which stems from ILIA founder Sasha Plavsic’s childhood in the Pacific Northwest and an architect father with an office stocked full of “waxy, wooden crayons and markers.”
Each Lip Sketch Crayon is “encased in cedar” to protect the formula as the “super wood allows the product to breathe, while protecting it from changing temperatures.”
“To be able to actually use an element from the earth, that’s naturally derived, is really exciting to me about this product. It feels really pure and very simple. Whenever anything has happened in my life, going out in nature and being close to the earth, or trees, or soil, reconnecting with how we used to live, I find it very soothing to the soul. I’m proud of this product for its simplicity,” says Plavsic.
Key Features:
Hybrid lipstick & liner
Hydrates & plumps
Blurred out, effortless effect
Lightweight & bleed-resistant
Graphic precision
Soft matte formula with color
Longwear proven to last up to 12 hours
Custom designed sharpener
Retailing at $26 and available on the brand site and a variety of retailers including Sephora, Credo, Space NK, Revolve and Nordstrom, these crayons are currently receiving rave reviews with an average rating of 4.7 stars. The special sharpener is available for $6.
ILIA celebrated the “Art of Community” at their launch event, taking place at the Invisible Collection in NYC. A group of creatives gathered with the ILIA team for a series of sip and sketch events at the venue led by artist Alex Peacher. Paired with stunning floral arrangements resembling the Lip Sketch shade range, red drinks and sweet treats, this event the cherry on top a beautiful rollout.
Additional elements of this artful launch included mood boards, plenty of swatches, influencer collabs, insight into shade inspiration, a waitlist option, early access for ILIA VIPs and Sephora app users, as well as a giveaway for a chance to win a set of all 12 shades.
We’re craving one in every color.
What are your thoughts on this new collection, besties?
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