Art direction for ZARA Beauty Launch in China

ZARA launched its first beauty collection in China in 2019, featuring the lipstick collection with various shades of pink. We casted chinese model Jing Wen as the face for this launch to demonstrate the lipstick colours that aim to appeal to local customers.

This series of promotional images shows the model in her natural beauty with minimal make up and editing which is very different from traditional ‘all filtered’ beauty images, thus generated a huge sensation wave with debating on the representation issues whether a beauty model should always be “flawless”.

Eventually the campaign received enormous press exposure which result in a sold out within a week of launch.