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Sugar Cosmetics unveils digital campaign for its new premium range of lipsticks ‘Mettle’

The beauty brand inspires consumers to never stop believing in themselves, rise strong in times of failures, and motivate their peers through their successful journey of hard work and resilience

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Sugar Cosmetics, a premium beauty brand, has launched ‘Mettle’, a premium range of lipsticks along with a digital ad campaign titled ‘All That Matters Is Mettle’. The campaign resonates about those women who prove and own their mettle —women of grit, of substance, women who are bold and fearless, and who get things done.

The film is conceptualised by Sugar’s in-house creative agency and directed by Band-Stand Videos Pvt. Ltd.

The Mettle collection constitutes of two different highly-pigmented finishes, Sugar Mettle Liquid Lipstick, available in 12 gorgeous shades and Sugar Mettle Matte Lipstick, available in 10 beautiful shades.

The ad film talks about every woman’s dreams and aspirations that start somewhere but get buried under the big question of ‘What If?’ But in spite of all the self-doubt and uncertainty in their minds, they stand up and hustle their way through to achieve their dreams. These women are chasers. They are achievers. They are warriors. They fail, they fall yet they rise every time to fuel the mettle within. They are unstoppable, unbeatable and brilliant. They are Mettle, says the brand.

Through this campaign, Sugar Cosmetics inspires its consumers to never stop believing in themselves, rise strong in times of failures and diffidence, and motivate their peers through their successful journey of hard work and resilience.

Vineeta Singh

Vineeta Singh, CEO, Sugar Cosmetics, says, “Our idea with Mettle was to go beyond the traditional definitions of beauty and celebrate the beauty of women who have the mettle to dream big and go after their dreams. It's a journey littered with failures, apprehensions and self-doubt and I say this from personal experience as an entrepreneur. Every rejection I faced made me fight harder and emerge stronger. Through our digital ad film we want to inspire our community to rise and move forward after every fall because they do have the mettle to chase any dream they set their heart on."

Amrita Shinde

Amrita Shinde, Head of Brand Marketing, Sugar Cosmetics, said, “It’s only the ones who have the spirit and fortitude to go for their goals, are the ones who get there and shine above the others. And this is exactly the message that we want to share with all our consumers. The ‘All That Matters Is Mettle’ ad film showcases five different women and their journey to success, where their Mettle has made them what they are. All we want is to shout out to every woman out there — Own Your Mettle, And Never Give Up!”

The Mettle Liquid Lipstick comes with a nourishing formula that helps keep lips covered in rich intensely-pigmented colour from AM to PM packed with avocado oil, antioxidants and vitamins A, C and E. The lipstick assures a luxe creamy finish that’s silky smooth. The Mettle Matte Lipstick promises an unbeatable indulgent experience of intense budge-free colour and nourishing formula to make your pout not only look gorgeous but feel so too. The luxurious feel of rich superior pigmentation combined with ultra-light finish makes this lipstick a hands-down winner.

Digital ad:

Making of the ad film:

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