DIVE IN WITH NYX PROFESSIONAL MAKEUP AND OGILVY PARIS
“What will people think of me with this gloss?”
“It looks good on others, but it’s not for me.”
“No way, my lips aren’t made for gloss.”
What if we finally dared to break free from these limiting thoughts?
NYX Professional Makeup, the brand that champions self-expression and authenticity, has teamed up with Ogilvy Paris to present “Mouillez-vous”—a campaign that celebrates boldness and encourages people to overcome self-censorship when it comes to makeup. With this initiative, the brand spotlights its latest Lip I.V., an ultra-glossy lip stain that delivers a confident “wet look” with long-lasting pigmentation.
AN IMMERSIVE AND CATHARTIC EXPERIENCE!
Too often, limiting beliefs stop us from daring to express ourselves freely. Through an immersive event, NYX Professional Makeup and Ogilvy Paris challenge these mental barriers and invite us to take the plunge.
On February 19, under the Canopy at Forum des Halles in Châtelet, a monumental 2.5m x 4m installation displayed those self-doubting thoughts that hold us back. As visitors boldly threw water balloons at the display, the phrases disappeared—a liberating act symbolizing self-affirmation.
Produced in collaboration with Studio M, the event also featured a photo booth, makeup sessions with professional artists to try out the Lip I.V., and special activities at the flagship store, where guests could walk away with an exclusive campaign-themed raincoat.
AN ENGAGING DIGITAL CAMPAIGN
To spark public interest, a teaser campaign was launched on social media and among partner influencers. Mysterious posters and “Get Ready With Me” videos—where influencers shared their own doubts and limiting beliefs—highlighted that self-confidence is a universal challenge we all face.
“For NYX Professional Makeup, makeup isn’t a mask—it’s a way to affirm one’s identity and fully express oneself. With ‘Mouillez-vous,’ we invite everyone to embrace their creativity and break free from the limiting thoughts that hold back personal expression,” says Céline Derian, General Manager of American Brands, L’Oréal.
“At Ogilvy Paris, we are passionate about brands that dare to challenge conventions and take a stand. Collaborating with NYX Professional Makeup on ‘Mouillez-vous’ was a tangible expression of that commitment,” adds Mathieu Plassard, President of Ogilvy Paris.
