Campaign Spotlight

Campaign Spotlight: VMLY&R & Oriflame inspire women to be ‘The One’ in new lipstick campaign

MUMBAI, INDIA — Global brand experience agency, VMLY&R, and Oriflame, a leading, social-selling Swedish beauty brand, are inspiring women to be bold, with “Always THE ONE”, a new campaign that launched on July 29, National Lipstick Day. Within just 3 days of launch, the campaign amassed over 2 million engaged users.

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A post shared by Oriflame India (@oriflameindia)

Oriflame’s THE ONE range of lipsticks is for today’s alpha ladies, who demand more from their life and their makeup. Built on strong ideals of research and testing, the brand believes in creating products that help women stand out, putting them in the spotlight so they can be seen, heard, and unmistakably gorgeous.

Following the success of last year’s Wear Your Bold campaign, the brand’s new #AlwaysTheOne campaign strengthens the brand’s message by inviting women of all ages to use a specially designed AR filter featuring bold shades of the new The One Colour Unlimited Ultra Fix Lipstick. The campaign also sees Oriflame leveraging its social media engagement via an Instagram Reels challenge asking women to show their unique lipstick applications and techniques.

Anubha Jain, Group Head at VMLY&R India, said: “Women have several shades to their persona, and we wanted to use Oriflame’s wide range of colours to showcase that versatility. With our National Lipstick Day campaign, we aim to inspire women to embrace their strength, uniqueness and lead the world in the best way possible.”

Naveen Anand, Senior Director Regional Marketing South Asia, Oriflame, said: “For over 25 years Oriflame has inspired and supported women to see themselves as the new-age leaders, eroding the patriarchal version of world leaders. Much like unique shades of lipstick, we inspire them to always be the one who stands out.”

To spread this brand message, the brand will also be hosting a live session on their social channels with a few make-up experts, talking about lip care, benefits of the new range and the message of empowerment behind The One range of lipsticks.

If you want to show off your favourite lipstick applications, techniques or tips, search for the ‘Always The One’ filter on Instagram and show us what you’ve got!


Client: Oriflame India
Senior Director Regional Marketing South Asia- Naveen Anand

Agency: VMLY&R India
CEO: Anil Nair
Business Head: Amandeep Singh
Group Head: Anubha Jain
Creative Head: Akshit VS
Senior Designer: Devika Khosla
Senior Copywriter: Diksha Aggarwal
Client Servicing Executive: Lavish Arora

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