Tom Ford Beauty re-focuses on makeup with Angelina Jolie as the face of the new Runway Lip Color range, set to launch globally in September
Tom Ford Beauty is shifting its strategy with a renewed focus on lip products, enlisting Angelina Jolie as the brand’s first-ever celebrity ambassador. Jolie will lead the global campaign for the Runway Lip Color collection, which includes 18 shades—eight of which are newly formulated. The collection, launching in September, will also feature a line of Runway Lip Pencils, with prices ranging from $46 for pencils to $62 for lipsticks.
This strategic move comes as parent company Estée Lauder Companies works to revive Tom Ford’s makeup sales, particularly in the underperforming lip category, while its fragrance sector continues to show steady growth. Guillaume Jesel, president and CEO of Tom Ford Beauty, stressed the importance of revitalizing this key category, projecting strong sales potential for the new range.
Jolie’s campaign, photographed by Mert Alas and Marcus Piggott, ties back to the brand’s roots in both fashion and film, emphasizing a connection to Tom Ford’s original vision. Jolie, seen wearing the classic shade Scarlet Rouge, represents the brand’s blend of luxury and elegance, appealing to a wide audience, including younger consumers in key markets like China.
The campaign will roll out with still images in September, followed by a film in October, underscoring Tom Ford Beauty’s commitment to empowering self-expression through transformative makeup.
