Singer Charli Xcx is the new face of Make Up For Ever.
The British pop star fronts the campaign for the brand's latest product, the Aqua XL Eye Pencil. In one photo Charli poses against a neon green background, with bright yellow and green liner covering her eyelids. She pouts at the camera with pink lips, while clutching her hands towards her chest.
"The whole spirit of Make Up For Ever is so bold and really has that attitude that I feel like is so integral to everything that I do," she told WWD. "Sometimes I'll want to put on a full face of make-up, like a bold, loud exaggerated look, and other times I'll want to keep it really simple (and) slicked-back."
The pencil is to launch in May (16) and is an enhanced version of the brand's already popular water-resistant Aqua Eye Pencil. There will be 20 shades on offer, with purple and pastels just some of the tones joining the yellow and green in the photo. On top of this variety, the pencil is to be available in five different finishes - Matte, Metallic, Satin, Diamond and Iridescent, all of which will have a smoother application than the original.
Laure de Metz, the general manager of Make Up For Ever, thinks Charli is the perfect star to reflect the company's ethos.
"We've partnered with (Charli) to try and convey the artistic exuberance of the product," Laure said. "She's young, she loves to experiment, she loves to have fun (and) she's not scared or frightened by colour."
This collaboration comes ahead of the 2016 summer music festival circuit with the hope that concertgoers will rock the product. With its ability to withstand water, heat and sweat, Laure thinks it's a festival must-have.
Charli's campaign is digital heavy, with a 30-second video of her performing in pastel yellow and aqua blue liners also set to be released. Instagram will be used as a platform to share the advertisements, with both the brand and musician set to upload on the site.