Iconic Australian lanolin Lip + Skincare brand, Lanolips, announces actress Sophie Lowe as the face of their new campaign, ‘Coming Home’.
The campaign, the ﬁrst mini ﬁlm from Lanolips, draws on a story that many Australian’s can relate to, and no more so than Lanolips Creator, Kirsten Carriol. “I had just returned from a whirlwind tour of Hong Kong, London & the US (where I launched Lanolips and signed with our biggest global retailer, ULTA Beauty) when I started brainstorming campaign ideas with my friend, Bernd (Art Director, DDI),” explained Carriol.
“I was so excited about where Lanolips was headed, but I was also exhausted. What I craved was a visit to my family’s farm in South Australia, where life could slow down – just for a moment. I was talking to Bernd about this when I realised this is exactly what our ﬁrst campaign should be about. About coming home. It’s the heart and soul of the brand,” Carriol said.
“So many Australian’s long to escape their day-to-day and head to the bush or the beach, I think it’s something very unique to our culture and way of life. It’s a story we can all relate to, which is why the face of the campaign needed to feel like a long lost friend, someone familiar but also mysterious. Having seen Sophie since she was a teenager, growing into an incredible young woman (and leaving us for the LA movie world) – I knew she was my girl.”
In addition to being the face of the campaign, Sophie also lent her musical talent to the film, “Crazy” from her recently released EP is the soundtrack to the campaign.
“This is a perfect demonstration of how DDI loves to work – collaboratively. The brief at first glance begged for a purely tactical delivery, instead DDI inspired a more compelling and own-able narrative for the Lanolips brand, epitomising its natural Australian heritage,” says Bernd Winter GM of DDI and Art Director for the campaign.
“Kirsten Carriol made a passing comment early in the discussions that Sophie really epitomised the Lanolips brand. She really is the the perfect face for the project, representing the “slashie” status of our core audience – model/singer/Australian/international/wholesome/cool.”
The campaign caps off an incredibly successful 2016 for Lanolips, which has announced global partnerships with Net-A-Porter, ULTA Beauty (America’s largest beauty retailer) and a launch into China with partner Adore Beauty.
“It’s been an incredible year, the biggest to date – we are now a truly global brand, available in over 170 countries. It’s funny though, the more countries we are available in, the more I want to make sure we remain true to our Australian heritage. It all started on a sheep farm in South Australia, and I never want to forget that,” says Carriol.
The Lanolips “Coming Home” campaign will run for 12-months.