Various Campaigns

Mar 2026

The campaign for U/1ST titled The New Lip Balm Era marks a refreshing departure in the cosmetics landscape, moving away from over-saturated digital perfection to embrace the raw, unfiltered beauty of the individual. Captured through the lens of photographer Miguel Angel Benajes, the series functions as an editorial exploration of product utility blended with high-fashion sensibility. By utilizing a sophisticated mix of cinematic studio strobe lighting and clean, natural light, the project elevates the humble lip balm into a centerpiece of modern style. Makeup artist Marta Arce brings a masterclass in subtlety to the project, ensuring each shade of mauve, pink, and peach enhances the subject's natural skin texture rather than masking it. The aesthetic oscillates between high-key minimalism and dramatic low-key chiaroscuro techniques, creating a visual duality that is both intimate and authoritative. Whether focusing on extreme macro details of product application or utilizing tight, profile-facing portraits, the imagery leans into a graphic, intentional composition that avoids clutter. This beauty campaign succeeds by prioritizing tactile realism, with visible skin textures and honest, candid expressions serving as the foundation for the brand identity. The result is a cohesive body of work that feels both timeless and forward-thinking, proving that in the new era of cosmetic marketing, simplicity remains the most powerful tool for capturing the viewer's attention and establishing genuine product desire.

Editorial, Editorial, Vertical, Vertical

Cosmetics, Beauty, Cosmetics, Beauty