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Creative Cosmetics Beauty

Chinese make-up brand Marie Dalgar celebrates 10th birthday with bold campaign

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By Danielle Long, Acting APAC Editor

August 30, 2018 | 2 min read

Marie Dalgar, the Chinese make-up brand, is celebrating its 10th birthday with a striking campaign filmed on the streets of Shanghai.

Marie Dalgar

Chinese make-up brand Marie Dalgar launches campaign

The campaign, which was created by BETC, aims to showcase how you can find beauty everywhere in urban spaces by bringing to life the old and new elements of Shanghai. The ad follows emerging Chinese model Xie Chao Yu (解朝宇) through the back streets of Huang-pu to the skyscrapers of Pudong, as she hunts for creative inspiration.

The campaign aims to celebrate the brand’s innovation and ambitious creative vision, which has seen it expand across South East Asia and become the first Chinese make-up brand sold in Sephora.

Safia Bouyahia, creative director, BETC Luxe, said, “Marie Dalgar inspires women to look differently at what is around them. At people, architecture, movements, textures, to see what others can’t see, and turn it into beauty”

Christophe Pradère, chief executive officer, BETC Asia, added, “Our campaign is a demonstration that thanks to Marie Dalgar, women can find the energy to dare, to be creative. Marie Dalgar put creativity within everyone’s reach” comments

The campaign was directed by French director Louis de Caunes, with New York photographer Steven Pan. The make-up was by acclaimed artist Violette.

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