Indian beauty brand stages a first-of-its-kind hot air balloon proposal to debut its Cloud Kiss Soft-Matte Lipstick
Indian beauty brand Mars Cosmetics has raised the bar for experiential marketing with the launch of its latest product, Cloud Kiss Soft-Matte Lipstick, unveiled through a dramatic sunrise hot air balloon proposal — a first for the country’s beauty industry.
The unconventional launch was conceived as a “dream scenario brought to life”, designed to reflect the cloud-soft texture and romantic positioning of the new lipstick. At dawn, a couple boarded a Mars-branded hot air balloon, adorned in pastel hues, which lifted off against a backdrop of drifting clouds and golden morning light. Mid-air, a marriage proposal marked the official reveal of the Cloud Kiss range.
During the proposal, the bride-to-be was presented with the Cloud Kiss lipstick, symbolising love, tenderness and softness — qualities the brand associates with the product’s formulation. The moment has been positioned as India’s first beauty product reveal through a live proposal, turning an intimate personal milestone into a powerful brand statement.
Commenting on the launch, the Marketing Team at Mars Cosmetics said, “Cloud Kiss is more than a product introduction. It reflects our intent to create beauty solutions that balance comfort with performance. Launching the lipstick through a sky-high proposal was our way of expressing the innovation and creativity that define the brand.”
The entire experience was captured using drone and aerial photography, producing cinematic visuals that underscore both the romance of the moment and the sophistication of the new lipstick. Mars Cosmetics said the footage will form the backbone of its upcoming promotional campaign, positioning Cloud Kiss as a lipstick that feels as elevated and memorable as its unveiling.
With this launch, Mars Cosmetics continues to push creative boundaries by transforming cosmetic reveals into immersive brand experiences. The Cloud Kiss Soft-Matte Lipstick is set to be available soon across Mars Cosmetics outlets in India.
Founded with a focus on high-quality, affordable beauty products, Mars Cosmetics has steadily built a reputation for innovation in India’s fast-evolving cosmetics market, appealing to consumers seeking both performance and accessibility.
