Balmain Beauty teases first launch with new campaign

In anticipation of Balmain Beauty’s launch, the Estée Lauder-owned company has unveiled "Projet Confidentiel", a new campaign teasing the brand’s luxury fragrance experience launching this September.
Ahead of the Balmain fashion show on 28 February 2024, the brand has debuted a series of striking assets featuring the silhouette of a model holding a matte black unlabelled fragrance bottle. Of course, the iconic Balmain PB logo doesn't go amiss.

The campaign was shot and directed by Carlijn Jacobs, with model Akuol Deng Atem and music by Henri Scars Struck from The Other Side Of The Brain.

Back in September 2022, The Estée Lauder Companies and Balmain announced a license agreement to collaboratively develop, produce and distribute a line of beauty products "set to transform the luxury and beauty world".

The brand’s foray into beauty comes after previously launched haircare. Under this new agreement, the company aims to transform the luxury beauty industry through "exceptional design, singular craftsmanship and an unyielding commitment to innovation".

Olivier Rousteing, Creative Director at Balmain, said: "When I started at Balmain, I was dreaming about Balmain Beauty from the beginning.

"Beauty has always been part of my life. It’s the beginning of a new era and a new chapter we are all writing together."