MUMBAI: After successful campaigns like ‘It’s Our Time’ and ‘Mother’s Day’, Shoppers Stop launches another campaign on ‘National Lipstick Day’, on the role of women and their place in the world, this time as a mother.

The brand narrative is based on the colloquial term ‘Pappa ko kisshey do!’ and resonates with the fact that, fathers will do anything for a kiss from their daughters. The digital video for ‘National Lipstick Day’ takes a simple and beautiful approach to bring out the message through the mother’s point of view and ends up being endearing for the mother.

The campaign takes a unique approach to celebrate ‘Lipstick Day’ and beauty by breaking stereotypes around makeup and touches an emotional chord around beauty through the eyes of everyday interactions and relationships. The campaign sends out a strong message that sheds light on women’s continued participation in workforce.

Speaking on the campaign, customer care associate, chief of marketing & customer officer  Uma Talreja said, “Women have many roles, be it at work, with family or just being themselves. Beauty as a category finds its place in every woman’s life and has been important focus area by all retailers. Through this campaign, we wanted to bring to light that beauty is an everyday indulgence unlike the popular notion that makeup is a means to an end. Women form half our customer base and 28 per cent of our employee base and looking at our business from their lens is an integral part of our strategy.”

The campaign film will be supplemented by make-overs and promotions from stellar brands like L'Oréal, Maybelline, Lakme, Colorbar, Faces, MyGlamm and Sugar at Shoppers Stop stores countrywide. Additionally, customers can buy a lipstick worth Rs 500/- and get a free sheet mask from Mirabelle and shop makeup worth ₹ 1500/- and get an assured gift worth Rs 995 from Bollyglow.

The campaign rolled out across Shoppers Stop’s social media assets and digital media.