Bold, bright lips are on trend for spring 2014 and this month’s launch of Estée Lauder Pure Color Envy Sculpting Lipstick could make wearing the daring trend easier than ever.

Lauder’s newest lipstick is formulated to offer continuous hydration with multi-faceted pigments designed to enhance the natural lip shape, and a lightweight texture that’s creamy and comfortable to wear all day long. It’s available in 20 statement shades, ranging from subtle nudes and deep browns to high-drama reds, pinks and corals. Each will retail for $30.

“The innovations in the formula are the Multi-Faceted Color Pigments that create shape, definition and volume, as well as a Time Release Encapsulated Moisture Complex with Hyaluronic Acid that helps boost your lips’ ability to attract, capture and seal-in continuous hydration,” explained Charisse Ford, Senior Vice President, Global Marketing, Estée Lauder.

Pure Color Envy Sculpting Lipstick is a permanent addition to Estée Lauder’s current lipstick lineup. “Pure Color Envy adds a glamorous new lipstick with statement shades to our portfolio. It has the newest innovation in terms of pigments and texture all in a sleek, sophisticated luxury magnetic case,” added Charisse.

The product’s ad campaign features supermodel and Estée Lauder spokesmodel Carolyn Murphy glamorously styled to perfection, wearing striking red lipstick, of course, and driving a car with her manicured hands on the wheel. “Carolyn is an iconic model for the most iconic beauty product—lipstick. She’s featured in the ad with the tagline ‘Driven by Desire’,” explained Charisse. The campaign was shot by photographer Mario Sorrenti.

To kick off the launch, Lauder created a series of videos, starring Carolyn. “Digital enables us to bring to life the story behind this one-of-a-kind lipstick while attracting new consumers to the brand. The lipstick collection features strong shade names like Envious and Rebellious. They each tell a story about the woman who’s wearing it. The launch is being leveraged in the digital space with video vignettes around the different lipstick personalities and bringing them to life. We use video to visually tell this story by giving women the chance to identify with one of two distinct attitudes, which plays off the bold and provocative shades in this collection,” said Charisse. In addition to the videos, the hashtag #LipstickEnvy is being used on all of the brand’s social media channels to encourage women to decide what happens next through the videos. The videos can be viewed on and YouTube.