“Anything less than audacious is boring.”
– François Nars
The next year, in Autumn 2015, they added a mascara (in shade Black Moon) and kohl liner (Minorque)to the Audacious family.
Here's the video that NARS had created in honour of the 20 years of the brand and posted to their YouTube channel. They created a mixture of various clips from the photoshoots and previous campaigns, the new Audacious lipsticks and included quotes by Francois Nars. I really like his quotes and I want to include them in my final images, too.
NARS Cosmetics' 20 Anniversary
Posted by: NARS Cosmetics
Youtube
date: Aug 24 2014
(source: https://www.youtube.com/watch?v=kbHz4VxTt4Y
Accessed: Feb 8 2016)
The packaging is slightly different and edgy to the typical NARS packaging; it is black on black - the logo is shiny black and the rest is matte - designed by Fabien Baron.
The lipsticks are £24 pounds, mascara is £21 and the kohliner £18.
Actress Charlotte Rampling was chosen to be the face of the campaign. She was 68 at the time (70 now), so not your tipical model, however she fits perfectly with the brands ethics. Francois believes that character is more important that beauty (which I agree with 100%) and the inside is what makes the person interesting and attractive. Rampling is known for challenging and controversial roles in films such as Swimming pool (2003) and Dutchess (2008) and has a strong character which make her perfect for NARS Cosmetics. Nars told WWD: "Whether captured in pieces of artwork, through the lens of a magazine photographer, or on the big screen, she has an amazing power to encompass a character."
All 40 Audacious lipsticks
Autumn 2014
NARS Cosmetics
Article: Round-up: NARS Audacious Overview and Thoughts
Author: anon.
Date: Aug 27 2014
(source: http://www.temptalia.com/round-nars-audacious-lipstick-overview-thoughts
Accessed: Feb 8 2016)
Audacious Lipstick advert
Autumn 2014 Collection
NARS Cosmetics
Model: Charlotte Rampling
MUA: James Kaliardos
Hairstylist: Didiger Malige
Hairstylist: Didiger Malige
Article: Here's a Look at Charlotte Rampling's Stunning Nars Campaign
Auhor: Mychaskiw M.
Date: Aug 5 2014
Photographer: Francois Nars
(source: http://www.instyle.com/news/heres-look-charlotte-ramplings-stunning-nars-campaign
Accessed: Feb 8 2016)
Adverts for each campaign (2014 and 2015) are very interesting but also very different when compared.The campaign (2014) was shot in New York and even though they were promoting lip colours, the images were published in black and white. Luis Desazars (NARS CEO) said in an interview with Cosmetic Business that the reason why it was shot that way is that it looks very sophisticated and iconic and they wanted to catch the buyers eye, as there are hundreds of products available on the market today.
In the advert they put a photograph of her one one side (the background is white) and then next to it theres an image of the lipstick (black background). This is in a way staple NARS advertising as I have noticed that they to this very often with the product on one side and the model on the other, as well as contrast in the background between the two images combined into one. The name of the brand is in grey as well as the rest of the writing; a quote about the product, the shade of lipstick, model's (C. Rampling) and photographer's name (Francois Nars) and 'NARS Cosmetics' at the bottom. The 'S' that is in NARS logo is placed on the product and it looks like it's sitting on it. I really like how, even though the shade of the lipstick is quite dark as well as the packaging, they decided to use a black background, too. The product is slightly outlined by the light when it was shot and it really makes the lipstick stand out in the darkness, rather than fade into it. The overall look of the image resembles the new packaging - black on black.
There are 9 pink, 9 coral, 15 red/ brown toned shades as well as 7 muted shades. All are named female names such as: Liv, Fanny, Silvia, Bette, etc. The shade of the lipstick that C. Rampling is wearing (in advert below) was actually named after her; Charlotte is a deep oxblood red colour.
Audacious Lipstick advert
Autumn 2014 Collection
NARS Cosmetics
Model: Charlotte Rampling
Photographer: Francois Nars
MUA: James Kaliardos
Hairstylist: Didiger Malige
Article: Charlotte Rampling Fronts NARS Audacious Lipstick Collection Campaign
Auhor: Hoefler A.
Date: Aug 3 2014
(source: http://www.fashiontimes.com/articles/10445/20140803/charlotte-rampling-nars.htm
Accessed: Feb 8 2016)
For the mascara and kohliner Daria Strokous, one of Nars' favourite faces, modelled.
I actually got quite confused as at first I didn't realize that the mascara and kohl liner were added in 2015 - I thought it was all one big campaign as Daria in the advert below is advertising one of the lipsticks in the shade Lana. They created this advert with Daria in 2015 as they want to show not only ne new products added to the Audacious range but to advertise the lipsticks from the range, too.
I actually saw these adverts in Glamour magazine in the 2015 November edition and was intrigued by them ever since. So clean and contrasted, bringing the viewer's focus on the feature where you apply the product. The lines in the mascara advert are horizontal, while in the lipstick advert they're vertical.
The image with the photograph of her and the product below is also black on black, the contrast is high and both backgrounds are black but we can see the light in the right one. I also really like how the brush and the top of the mascara lid are red as it links with the red lipstick in the second advert. Coincidence? Definitely not.
The adverts in magazines are the ones below where the logo and the product are on the same image as the model. There is an off black line (dark greyish) part under the image where they've put the brand's logo, the product and shade, model's and photographer's name and a few lines about the products.
On the advert for the mascara they put:
LOOSE CONTROL.
INTRODUCING
AUDACIOUS MASCARA.
And on the lipstick advert:
TAKE CONTROL.
LOOSE CONTROL.
THE AUDACIOUS
LIPSTICK COLLECTION.
Audacious Mascara Advert
Autumn 2015 Collection
NARS Cosmetics
Model: Daria Strokous
MUA: James Kaliardos
Photographer: Francois Nars
(source: http://teenage.com.sg/lifestyle/weekend-list-15-october/
Accessed: Feb 8 2016)
Audacious Mascara Advert
Autumn 2015 Collection
NARS Cosmetics
Model: Daria Strokous
MUA: James Kaliardos
Photographer: Francois Nars
Article: Review, Swatches, Brush, Wand, Packaging: NARS Audacious Mascara and Kohliner For Fall 2015
Author: Willson A.
Date: Jul 2015
(source: http://beautystat.com/site/makeup/review-nars-audacious-mascara-and-kohliner-fall-2015-collection/
Accessed: Feb 8 2016)
NARS Audacious Lipstick Advert
NARS Cosmetics
Aesthetics and Beauty Magazine
Page 9
Model: Daria Strokous
Photographer: Francois Nars
MUA: James Kaliardos
(source: https://issuu.com/aestheticsandbeauty/docs/final_issue_3_a_b__sep2_
Accessed: Feb 8 2016)
Kohl liner
NARS Cosmetics
Article: NARS Audacious Mascara in Black Moon is anything but boring
Author: anon.
no date
(source: http://swatchandreview.com/nars-audacious-mascara-in-black-moon-is-anything-but-boring/
Accessed: Feb 8 2016)
In the video that they've posted the same day, only after the video above is showing us the application of the mascara. Only close ups of eyes/ eye are in the shot and clips change very quickly. We see the mascara wand and how the mascara applies to different lashes. I was surprised to see that it looks quite matte - usually when you purchase a mascara the mascara is too wet for normal application, and it takes a week or two of using the products for the mascara be what they advertise it to be, so that could be what they did here, too, or the formula is just this way. The video ends with the image of the product and the brand's logo.
Such an interesting approach to an eye product; they created a very dramatic mood, very dark with just a hint of vertical and horizontal cool-toned lights revealing only the model's eyes. At frist we see hints of the product and the packaging, then the before and after. They also included a quote by F. Nars that I've actually put on the top of the post. The model was Daria, same model that we see in the adverts above.
Introducing NARS Audacious Mascara
Posted by: NARS Cosmetics to Youtube
Date: Aug 3 2015
(source: https://www.youtube.com/watch?v=-2JXYjrG7nc
Accessed: Feb 8 2016)
NARS Audacious Mascara
Published by: NARS Cosmetics
Youtube
Date: Aug 3 2016
(source: https://www.youtube.com/watch?v=Fv31dQZrj0s
Accessed: Feb 8 2016)
I still have some campaigns that I want to research and write about, then come up with the decision for which products I will do my adverts but this collection is definitelly on the top of my list right now.
Anon. (Sep 2014) NARS talks business and artristry on 20th birthday http://www.cosmeticsbusiness.com/technical/article_page/NARS_talks_business_and_artistry_on_20th_birthday/101352 (Accessed: Feb 7 2016)
NARS Cosmetics website (viewed: Feb 8 2016) Available from: http://narscosmetics.co.uk/en_GB/audacious-lipstick-collection.html
Willson A. (Jul 2015) Review, Swatches, Brush, Wand, Packaging: NARS Audacious Mascara and Kohliner For Fall 2015
http://beautystat.com/site/makeup/review-nars-audacious-mascara-and-kohliner-fall-2015-collection/ (Accessed: Feb 8 2016)
Martin C. ((Aug 2014) NARS Unveils Fall Campaign, WWD http://wwd.com/media-news/fashion-memopad/the-big-shot-7820460/ (Accessed: Feb 8 2016)
Hoefler A. (Aug 2014) Charlotte Rampling Fronts NARS Audacious Lipstick Collection Campaign, InStyle Magazine http://www.instyle.com/news/heres-look-charlotte-ramplings-stunning-nars-campaign (Accessed: Feb 8 2016)
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