Mars Cosmetics has launched its latest product, the Cloud Kiss Soft-Matte Lipstick, through an unconventional experiential activation that combines romance with brand storytelling. The unveiling took place via a sunrise hot air balloon proposal, positioning the product reveal as a live, emotionally driven moment rather than a conventional launch event.
The activation was designed to visually express the lipstick’s cloud-soft texture and comfort-led formulation. Set against an early morning sky, a hot air balloon carrying MARS branding and pastel colour tones ascended at dawn with a couple onboard. Mid-air, the proposal unfolded, marking the formal reveal of the Cloud Kiss range.
Watch the video here:
As part of the moment, the bride-to-be was presented with the Cloud Kiss lipstick, using the proposal as a metaphor for softness, affection and promise—qualities the brand associates with the product. The activation is positioned as the first instance in India where a beauty product has been launched through a live proposal, highlighting MARS Cosmetics’ focus on experiential storytelling.
Speaking on the launch Marketing Team at MARS Cosmetics, said, “‘Cloud Kiss’ is more than a simple product launch since it signifies our goal to develop products with balance and harmony between their comfort features and functional efficiency. Launching the product by way of a proposal at sky-high levels expressed their focus on the innovation and creativity of our brand."
The entire experience was documented through aerial drone photography and videography, capturing the proposal and the surrounding sky. These visuals are intended to form the foundation of the brand’s upcoming promotional campaign, positioning Cloud Kiss as a lipstick associated with softness, romance and elevated aesthetics.
With the launch of Cloud Kiss Soft-Matte Lipstick, MARS Cosmetics continues to explore non-traditional formats for product introductions, turning the unveiling into a curated experience designed to connect emotionally with its audience. The lipstick will be available soon across MARS Cosmetics outlets in India.
