Balmain Beauty has unveiled the pre-launch campaign for its very first perfume, announced for next September.

Dubbed “Project Confidential”, the campaign was initiated shortly before the brand’s show on February 28, 2024 at Paris Fashion Week. It consists of a series of images of human silhouettes accompanying a matte black parallelepiped bottle crowned by a large circular cap, stamped with the PB logo.

"When I started at Balmain, I was dreaming about Balmain Beauty from the beginning," said Olivier Rousteing, Creative Director, Balmain. "Beauty has always been part of my life. It’s the beginning of a new era and a new chapter we are all writing together."

The campaign was shot and directed by Carlijn Jacobs, with model Akuol Deng Atem and music by Henri Scars Struck from The Other Side Of The Brain.

In September 2022, The Estée Lauder Companies and Balmain announced a license agreement to collaboratively develop, produce, and distribute an innovative line of beauty products set to transform the luxury and beauty world.