The bottle is square glass with a tall chrome cap and the name on the front, and that is the whole design. It is built to be held up rather than to sit at the bottom of a bag: at face height in the middle of a sentence, on the counter while someone orders, flat against the glass of a machine door with three other hands already in shot.
None of it happens in a studio. The set is a pink ice cream counter with the trays open, a drinks cart under a striped awning, a wall of small drawers full of pearls and clasps, a laundromat at three in the afternoon. These are not glamorous rooms. Four girls walk into them and they become glamorous, and that is the whole argument of the campaign.
Three shades that hold together because they are not trying to please everyone. ICE, a milky lilac. SUGAR, bubblegum, straight out. INK, a berry deep enough to read almost black by evening. Nobody poses: somebody is laughing too hard, somebody is not smiling at all, somebody is putting more on halfway through the frame. WAO does not promise to change your face. It makes the mouth shine and leaves the rest alone.
