For this reimagined L’Oréal Galentine’s campaign, I set out to solve a modern cultural challenge: how to make a legacy beauty brand feel genuinely relevant to Gen Z without chasing trends. Inspired by the viral resurgence of L’Oréal’s gold lipsticks on TikTok, the campaign reframes lipstick as a symbol of friendship, self-expression, and shared rituals. By shifting Valentine’s Day away from couple-centric narratives and toward girls’ nights and chosen family, the work positions L’Oréal as fluent in how Gen Z experiences love. It’s driven by a simple belief — the most meaningful kisses are the ones shared with the people who hype you up every day.