This Is More Than a Lipstick

A third of women in Brazil have suffered domestic violence, and for those who have lost their teeth as a result of aggression, rebuilding their lives becomes that much harder. Vult, a Brazilian makeup brand that has spent more than 20 years supporting female independence and making beauty accessible, created This Is More Than a Lipstick, a social product and campaign built to give smiles back to survivors. 100% of proceeds from every lipstick sold went to the NGO Turma do Bem, funding dental treatment and the chance to start again.

Allison Worldwide took a community-rooted approach. A diverse group of influencers, many with personal experience of domestic violence, activated their own networks to drive sales and increase access to dental treatments. PR kits helped the campaign spread organically as public figures and local personalities joined the movement and amplified it within their own regions and communities. To reach the women most at risk, targeted media ran in high-incidence areas, including placements near police stations where domestic violence reports are filed.

The campaign worked by letting people with direct experience of the issue carry the message, turning a national initiative into many local ones, and by giving buyers a concrete reason to purchase through the named NGO beneficiary. The agency reports 100M+ total reach, +200 organic publications, and the most shared content in the brand's history at +246%. All information comes from Allison Worldwide's own case page, which reports no launch date, no sales volume and no amount donated, so the campaign's real-world impact on survivors cannot be assessed from it.