• by Sarah Mahoney  @mahoney_sarah, February 2, 2016

February is the month for luscious lips, and both Revlon and Sephora are giving women plenty of new ways to say SWAK.

Revlon is going full-on romance for its latest ad campaign, with spokespeople Olivia Wilde, Halle Berry and Alejandra Espinoza all lending their own twist to a new global effort themed #ChooseLove.

A Revlon spokesperson says the ads, the latest in the company’s overarching “Love is on” effort, are from AR New York. It’s the first time all three of these brand ambassadors have been used together. In one, Wilde makes the first romantic move. In another, Berry keeps an ongoing relationship hot. And in the third, Espinoza is the first to say “I love you.”

In addition to TV, the campaign includes digital and print. And a social component invites women around the world to upload photos of themselves, blowing kisses and then tagging someone special to 'pass it on' with the #CHOOSELOVE hashtag.

Sephora’s approach to prettier lips is decidedly more high-tech: It launched Sephora Virtual Artist, the latest in its free Sephora to Go app. Using a mobile phone, it’s designed for women who truly wish they could try on every lipstick Sephora stocks.

Using a technology developed by ModiFace, it precisely maps lip location and face, and then allows users to swipe through some 3,000 skin colors, organized by shade, brand, and format. It also includes a “surprise me” option, as well as the ability to see your photo wearing four different versions, to compare.

"Our focus is always to launch technology that provides a true benefit to our clients. With Sephora Virtual Artist, our clients can have friends vote on which shades look best on them from wherever they are,” says Bridget Dolan, VP of Sephora’s Innovation Lab, in a release. “We want to make buying lipstick more fun than ever, and maybe a little addictive.”