the situation   

Non-matte finishes like satin and shine were trending, but no one gave them credit for lasting all day.

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the insight 

Shine needed street cred. And NYC - with its “if you can make it here, you can make it anywhere” mindset - was the ultimate proving ground.​

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the strategy

Position Vinyl Ink as the game-changer in longwear lipstick - shine that lasts no matter what your day throws at you.