The lipsticks mark the arrival of the Gossip Girl reboot on the streaming platform.
Binge has partnered with Karen Murrell to create The Gossip Girl Edition x Binge Lipstick Range, a lipstick line to mark the arrival of the brand new Gossip Girl series now streaming on the platform.
The partnership and campaign has been created and brought to life via Thinkerbell.
To mark the return of one of the must-watch shows of 2021 and its brand new, richly diverse cast, Binge created the Gossip Girl Edition x Binge Lipstick Range; celebrating individuality, inclusiveness and encouraging you to be exactly who you are with four shades available including Rumour Has it, Shade Queen, Spotted: A Scandal and This Just In.
The campaign will be supported through earned and social activity.
Strategic influencer partnerships have also been formed, including with model and actor, Christian Wilkins.
“Eventually, through shows like Gossip Girl, topics like gender fluidity become part of the public consciousness," says Christian Wilkins, actor and model (via Stellar Magazine).
"When we can see stories that we relate to, it does make it more normal. And I think that is what leads to wider acceptance.”
For Gossip Girl fans to win their very own Gossip Girl Edition x Binge Lipstick Range, all they have to do is post an image, video or story on Instagram, telling Binge why they are loving the new Gossip Girl.
They must tag and follow @BINGE to be in with a chance to get their hands on their very own Gossip Girl inspired lipstick range.
“Gossip Girl is back with a new generation of teens under the social surveillance spotlight," Binge executive director Alison Hurbert-Burns says.
"The new series puts a modern lens on the iconic show, exploring just how much social media, and the landscape of New York, has changed in the last nine years.”
The Gossip Girl campaign is the latest co-lab created by Binge and Thinkerbell to help demonstrate Binge as home to the world’s best shows.
Past campaigns include the Binge Brain Burger, in partnership with Grill’d, and Inactive Wear as part of a collaboration with online fashion retailer, The Iconic.
Credits
Client: BINGE
Client Partner: Karen Murrell
Creative, PR & Influencer engagement: Thinkerbell
