Armani Beauty
Qixi 2023

Armani Beauty joined forces with UZIK to celebrate the 2023 edition of Qixi, the chinese Valentine's Day. This key moment has also been the opportunity to launch special editions of the two Armani Beauty iconic bestsellers — meet Red Cushion Vibration and Lip Maestro Love Crescendo.

The result is a unique series of in-store materials and digital content, all deeply infused with the essence of love's celebration. The campaign held a dual purpose: introducing these two special editions while highlighting their unique et vibrant design and accentuating their inherent beauty.

The Red Cushion Vibration is one of the new special editions launched for Qixi 2023. We created a seamless parallelism between the pattern featured on the product and the backdrop projection, meticulously aligned on Qixi emblematic color palette.

Tilted camera angles exploring the idea of — quite literally — falling in love.

The background lights have been designed in various shapes — here with an heart — surrounding the lovers' hands.

"There can be nothing without love. No money, no power. Love is very important. When you wake up in the morning, you need to know that somebody else is waking up, thinking of you."

Giorgio Armani

This series was also an opportunity to shed light on the Armani Privé range — an exclusive selection of perfumes designed by Giorgio Armani himself — with a more golden atmosphere.

How could we not fall in love with this lipstick? Armani Beauty Lip Maestro Love Crescendo is the second special edition launched specially for Qixi 2023.

Armani Beauty provides a wide range of cosmetic products — the pure black of Crema Nera offers a magnificent contrast to the colorful heart-shaped background.


  • Ever


  • Artifices


  • Paul & Henriette


  • Shaeron Astrou

    Project manager

  • Martial Civade

    Account director

  • Emma Gallois

    Art director

  • Vasilisa Ganakova

    Art director

  • Flossie Pinsonneau

    Project manager

  • Ines Sanchez–Martinez

    Group manager

  • Jean–Baptiste Sinniger

    Creative director

  • Lisa Stein

    Art director