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Ciaté x SmileyWorld

Right now, many of us need a reason to smile more than ever. After conducting research and finding that British adults smile 11 times a day, luxury nail polish brand Ciaté decided to increase that number by projecting a big, smiley face onto the Houses of Parliament. The face, with eyelashes and lipstick, brightened up passersby, prompting coverage across the world from The Express, The Mirror, Cosmetics Business and tens of other outlets.

The stunt, performed on World Emoji Day, was part of Ciaté’s efforts to promote their new mood-boosting line in collaboration with SmileyWorld. The range of lipsticks, skincare, nail stickers and other products are packaged in bright colours and covered in the same adorable smiley faces. CEO and founder of Ciaté, Charlotte Knight, said, “Particularly at times like this it’s important to stay self-confident, emotionally aware and see the positives in everyday moments by sharing smiles!” While the projection is now gone, people can keep seeing that cheeky face on Ciaté’s new products.