Client: Napoleon Perdis – 34 year old australian cosmetics company
What we did: Campaign Creative Direction | Photography | Videography | Styling & Art Direction
Commercial Outcomes: Product sold out upon relaunch | Introduced Napoleon Perdis’ first-ever skincare collection to market | Repositioned the brand around the modern Australian consumer | Refreshed legacy products for a new generation of consumers | Rolled out across retail, eCommerce, digital advertising and social campaigns | Elevated brand perception through a more lifestyle-led and emotionally resonant visual direction
Introduction:
BOAST was engaged to lead the creative direction, photography and campaign rollout across the relaunch of Napoleon Perdis’ cult-status Lip Lacquers.
Long recognised as one of the brand’s most iconic products, the relaunch centred around refreshed packaging and a broader repositioning towards a more modern Australian beauty consumer. The objective was to evolve the visual direction around the product while still retaining the confidence, glamour and recognisable DNA the brand had built over decades.
Strategy & Execution:
Rather than leaning into traditional polished beauty advertising, BOAST developed a tactile and lifestyle-led campaign world inspired by the rhythm of women constantly on the go.
Luxury beauty products scattered across countertops, handbags mid-routine, seasonal juiciness, and product photography designed to site naturally next to imagery integrating the product into real life.
The direction intentionally positioned the product as the hero within the brand.
Across campaign photography, videography, styling, set design and art direction, every touchpoint was created to support Napoleon Perdis’ repositioning for a new generation while still honouring the legacy and recognisability behind the Lip Lacquers themselves.
The final rollout extended across social media, digital advertising, website, retail and launch communications.
Strategy & Execution:
Rather than leaning into traditional polished beauty advertising, BOAST developed a tactile and lifestyle-led campaign world inspired by the rhythm of women constantly on the go.
Luxury beauty products scattered across countertops, handbags mid-routine, seasonal juiciness, and product photography designed to site naturally next to imagery integrating the product into real life.
The direction intentionally positioned the product as the hero within the brand.
Across campaign photography, videography, styling, set design and art direction, every touchpoint was created to support Napoleon Perdis’ repositioning for a new generation while still honouring the legacy and recognisability behind the Lip Lacquers themselves.
The final rollout extended across social media, digital advertising, website, retail and launch communications.
Commercial Outcome:
The relaunch helped reposition the Lip Lacquers for a new generation of beauty consumers while still retaining the recognisable confidence and glamour the product had become known for over the years. By shifting the campaign direction towards something more tactile, lifestyle-led and emotionally resonant, the rollout supported a more modern perception of the Napoleon Perdis brand across retail, digital and social environments. The Lip Lacquers sold out upon relaunch, reinforcing the continued demand and cultural recognition behind one of Australia’s most iconic beauty products.
"Gorgeous! Beautiful shoot and thoughtfully put together, thank you for all your work on this."
– Edwina Skinner, Marketing Manager
With the amazing: Sarah Fountain – location photographer and Dani Tranfield – product photographer
