Lipstick Queen is known for its extensive line of colorful lip products. In Spring 2016, the brand will expand to include collections of eye shadow and blush.

Although Lipstick Queen is launching full face makeup, the brand still believes in "Lip-Centricity."

Lips are the spark that inspire a woman's look. Eyes and cheeks should accentuate the lips, which act as the anchor.

The Brief:

•  Lipstick Queen wants to change the way that women perceive makeup. Many women feel intimidated to wear color on their faces, but they can pull off more than they think.

The Concept:

• Show off your inner Queen

• This campaign encourages women to experiment with different shades and add a splash of color.

• With a little confidence, every woman can feel like a Queen.

The Tag:

• Let Your Lips Speak for Themselves

The Campaign:

• This campaign consists of print, digital, and in-store signage.

• Ads feature women of different races wearing bold colors that complement their complexions. Each ad highlights close-up shots of a woman's eyes, cheeks, and lips, paired with one of the following headlines:

• Live in Lipstick

• Bloom in Blush

• Regal in Red

• Pucker in Pink

• Entice in Eye Shadow

• All Eye Shadow on You