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SUGAR Cosmetics unveils their latest digital campaign for their all-new premium range of colour cosmetics – Mettle

The film that aims to inspire women to prove their mettle is conceptualized by SUGAR’s in-house creative agency and directed by Band-Stand Videos Pvt. Ltd.

Mumbai, 26th July, 2019: SUGAR Cosmetics, one of the fastest growing premium beauty brands in India has launched Mettle - their premium range of lipsticks along with a digital ad campaign named ‘All That Matters Is Mettle’. The campaign resonates about those women who prove and own their mettle - the women of grit, the women of substance, the women who are bold & fearless, who get things done. The Mettle collection constitutes of two different highly-pigmented finishes — SUGAR Mettle Liquid Lipstick which is available in 12 gorgeous shades and SUGAR Mettle Matte Lipstick that is available in 10 beautiful shades.


The ad film talks about every woman’s dreams and aspirations that start somewhere but get buried under the big question of ‘WHAT IF?’ But in spite of all the self-doubt and uncertainty in their minds they standup and hustle their way through to achieve their dreams. These women are chasers. They are achievers. They are warriors. They fail, they fall yet they rise every time to fuel the mettle within. They are unstoppable, unbeatable and brilliant. They are METTLE!

Through this campaign, SUGAR Cosmetics inspires its consumers to never stop believing in themselves, rise strong in times of failures and diffidence, and motivate their peers through their successful journey of hard work and resilience.


Speaking about the campaign, Vineeta Singh, CEO, SUGAR Cosmetics says, “Our idea with Mettle was to go beyond the traditional definitions of beauty and celebrate the beauty of women who have the mettle to dream big and go after their dreams. It's a journey littered with failures, apprehensions and self-doubt and I say this from personal experience as an entrepreneur. Every rejection I faced made me fight harder and emerge stronger. Through our digital ad film we want to inspire our community to rise and move forward after every fall because they do have the mettle to chase any dream they set their heart on."

Adding to this, Amrita Shinde, Head of Brand Marketing, SUGAR Cosmetics said, “It’s only the ones who have the spirit and fortitude to go for their goals, are the ones who get there and shine above the others. And this is exactly the message that we want to share with all our consumers. The ‘All That Matters Is Mettle’ Ad Film showcases 5 different women and their journey to success, where their Mettle has made them what they are. All we want is to shout out to every woman out there - Own Your Mettle, And Never Give Up!”

The Mettle Liquid Lipstick comes with a nourishing formula that helps keep lips covered in rich intensely-pigmented colour from AM to PM Packed with avocado oil, antioxidants and vitamins A, C and E, this lipstick assures a luxe creamy finish that’s silky smooth. Whereas, the Mettle Matte Lipstick promises an unbeatable indulgent experience of intense budge-free colour and nourishing formula to make your pout not only look gorgeous but feel so too. The luxurious feel of rich superior pigmentation combined with ultra-light finish makes this lipstick a hands-down winner.

Below is a link to the digital ad film:

(Also check the making of the Ad Film here:


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