• by Fern Siegel , January 16, 2023

Unlocked Satin Crème Lipstick is launching with a global advertising campaign, “Unlock Impact.”

Actress and brand ambassador Julianne Moore, alongside a group of accomplished women, appears in out-of-home placements across New York, London, Shanghai, Seoul, Bangkok and more.

The in-house created campaign also includes two Hulu ad spots, in-store luxury services, and digital and social media buys across various platforms.

Well-known British beauty and portrait photographer Ben Hasset shot the campaign. A Vogue contributor, his work is held in the National Portrait Gallery in London.

Brooke Blashill, CMO of Hourglass Cosmetics, told Agency Daily the work “centers around the idea that a single color can make a statement and unlock impact in the world. By bringing attention to the powerful ways these women create impact in their communities, both big and small, we are sharing a broader message that everyone can be part of making positive change.”

The lipstick comes in 21 shades, with a gold magnetic caseembossed with the Unlocked symbol to illustrate the partnership between Hourglass and the Nonhuman Rights Project. Its mission is to unlock the cages of wild animals in captivity.

Hourglass is donating 5% of the profits from all Unlocked products to the organization's efforts.