Advertising | Chanel Beauty makes AI alluring.

Typically speaking, teaser campaigns serve the sole purpose of creating hype in the build up to the main campaign's launch. However, there is the rare instance in which the tease proves more provocative than the main act.

Chanel Beauty's campaign for the new Rouge Allure Ink Fusion is precisely that.

A captivating collection of intense matte liquid lip colours, the campaign elected to focus on 4 of the 12 shades on offer - Red, Pink, Berry & Beige. Now, while the main campaign showcased the products in a style typical of the beauty category, it's the teaser that's truly compelling and stood out from the well-contoured clutter.

The campaign personified each colour as a bold AI-like character - giving them a distinct personality complete with a distorted, genderless voice and a masked face. The copywriting is so well crafted and strangely seductive, embodying a slightly sinister yet inviting tone and underscoring the whole set with a rather unsettling edge.

It's both beautiful and beguiling at the same time - true to the collection's name.

Watch Pink's video below, along with Red's, Berry's and Beige's on the main channel.

A strange & eclectic approach for stately Chanel - and an unexpected, modern take on allure.