Y2K called, it wants its lipgloss back.

By BEAUTY BAY were set to release a new chilli-infused plumping lipgloss and the challenge was to set the product apart from the many others in the already saturated lip makeup market.

To do this, we tapped in to the resurgence of the Y2K aesthetic that Gen Z were turning towards post pandemic. Think flip phones, Paris Hilton and pastel pink hues. We built a story around the product to show our audience that Super Plump doesn't just amplify your make up game, it takes you on a journey to your past and reintroduces you to a world you'd forgotten, the nostalgic euphoria of the early 2000’s.

That’s hot.

The results spoke for themselves. We tripled launch week sales forecasts and extended the line with additional colourways to meet the demand.