My Lip Stylo
- Brand
- DG Beauty
- Year
- 2024
- Objective
- Product Launch
- Industry
- Fashion & Beauty
- Mechanic
- Puzzle
- Platform
- Web
- Agency
- AQuest
Objective
Dolce&Gabbana Beauty needed to launch My Lip Stylo — 54 shades across three finishes — in the crowded, high-stakes pre-holiday luxury beauty season. Rather than simply displaying the range, the brand wanted a reason for shoppers to spend time with it: each shade is named after a date or number from Dolce&Gabbana's own history, turning the palette into a piece of brand lore worth uncovering.
Solution
The player lands on a rotating 3D display of lipstick tubes and picks a difficulty level before the memory game begins. Face-down cards are flipped two at a time in search of matching tubes, with each correct pair revealing a shade's number and name — and the date or milestone from Dolce&Gabbana's history hidden inside it, like MY 1981 for the year Domenico Dolce and Stefano Gabbana met. Finding a match plays back a smooth animated reveal with the tubes catching the light before the board resets for the next pair. Once a session ends, the player is prompted to register on the site to unlock the meaning behind all 54 shades, then sent to Dolce&Gabbana's main site to try the shade on virtually.
- 1
The player lands on a 3D game table of rotating, light-catching lipstick tubes, styled and scored like a game rather than a product catalog.
- 2
Before play, the player picks a difficulty level, which sets how many lipstick cards there are to remember.
- 3
The core loop is a memory-matching game: the player flips cards and tries to recall where each lipstick lies to pair up matching tubes.
- 4
Each successful match reveals a specific shade, showing its number and name, such as MY 1981.
- 5
Every shade number traces back to a date or figure from Dolce&Gabbana's history, so each match comes with a short piece of brand lore, like MY 1981 marking the year the founders met.
- 6
The player is prompted to register to unlock the hidden meaning behind all 54 shades and find the one whose number matches their own personal story.
- 7
The session ends by handing the player off to the Dolce&Gabbana site, where the matched shade can be tried on virtually via AR before purchase.
