Summary: When tasked with creating a brand extension we decided to expand the popular Italian luxury label, Off-White, by adding a beauty line. We created a diverse range of makeup products a Pop Up Store and a Marketing Strategy.
Fall 2019
Summary: When tasked with creating a brand extension we decided to expand the popular Italian luxury label, Off-White, by adding a beauty line. We created a diverse range of makeup products a Pop Up Store and a Marketing Strategy.
Fall 2019
Le Coup de Soleil - JACQUEMUS Mock Ad
Le Coup de Soleil - JACQUEMUS Mock Ad
In order to make a campaign correlative to the brand’s identity, it was essential to understand what inspires Jacquemus. The starting point of the concept was David Hockney’s “Portrait of two figures” and Christo’s “Valley Curtain”.
"Le Coup de Soleil" explores a combination of natural rhythmic flow and tension. The water represents an appreciation for the natural world. By bringing a bright colorful fabric into play, a new perspective is brought to a familiar landscape Christo style. Demi Journee features double portraits, which evoke nature, vibrancy, and sunshine to the viewers.
In order to make a campaign correlative to the brand’s identity, it was essential to understand what inspires Jacquemus. The starting point of the concept was David Hockney’s “Portrait of two figures” and Christo’s “Valley Curtain”.
"Le Coup de Soleil" explores a combination of natural rhythmic flow and tension. The water represents an appreciation for the natural world. By bringing a bright colorful fabric into play, a new perspective is brought to a familiar landscape Christo style. Demi Journee features double portraits, which evoke nature, vibrancy, and sunshine to the viewers.
Acerca de
GLOSSIER
Future Store Concept
We wanted to create a store of the future that uses innovative practices to achieve a sense of community and attract consumers. Our location would be San Francisco where we aimed to use different aspects of the local communities in order to make a unique and unconventional experience for consumers. Additionally, our interactive store would use new technologies to create Instagrammable themed spaces that aligned with our chosen city.
Collaboration with: Sofia Castro, Tommy Drennan and Taylor Petrone.
Store Concept
Glossier was founded originally as a blog (Into the Gloss), where users could share their experiences with certain products and helped create a community of beauty lovers. Our concept is to bring Into the Gloss and the Glossier brand to a new community of beauty lovers with a new format that combines digital and physical experiences. Our retail space will have a spa, speakeasy, and cutting-edge tech. This technology will be able to scan your skin and recommend products based on your texture and skin goals. We will also utilize tablets throughout the store that feature product information, price, reviews from customers, and pictures of customers using the products. Rather than having a typical POS system, customers will utilize QR codes and tablets to checkout. We want to create a personalized product for the San Francisco store. We will have customers fill out a survey about what they want in a new product. As a reward, customers will receive the secret code to enter the speakeasy. Our store will be a place to gather and learn to take care of yourself, with educational experiences from beauty and skincare experts from around the globe. We believe San Fransico's youthful people and the eccentric nature of the city fit the Glossier brand image incredibly well.
Stats
WHY A SPA?:
"Skincare products make up 42% of the cosmetics industry, representing the largest segment of the market." and spas have very high margins, earning an average of $97 in revenue per customer.
IMPORTANCE OF CONSUMER REVIEWS:
"82% of women found consumer claims for anti-aging serums more compelling than clinical claims."
Brand Overview
Focused on creating products that fit into real everyday beauty routines, based on the consumers needs and wants.
Thoughtful and eye-catching design that enables conversation and creates a recognizable brand image.
Got their start with Into The Gloss, a beauty website devoted to people sharing the products they love, and our source for inspiration and information.
INCLUSIVE
DEVOTED TO THE CUSTOMER
CURIOUS
"DEMOCRATIZE BEAUTY"
Products:
- Skincare
- Makeup
- Body care
- Fragrance
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retail stores only in the u.s.
COURAGEOUS
DISCERNING
Target Consumer
Demographic
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Glossier target market are millennials and gen-z customers, from the ages of 15 to 30 that like natural and everyday makeup looks.
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Middle to upper-class costumers, that have an educational background.
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Annual Income: 35K to 80K
Psychographics
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Users are youthful, unique, artstic
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Glossier is for expieriencers and makers.
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Their favortite social media platforms are Instagram, Tik Tok and Snapchat.
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They enjoy doing online and offline shopping.
Behavior
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Glossier consumers are driven by aesthetics, and appreciate the appearance of products.
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They use social media in their daily life.
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They follow fashion trends, driven by fashion influencers and celebrities.
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They enjoy traveling, shopping and value art.
Additional Revenue
The Glossy Spa
A full service spa that has treatments that feature Glossier's skincare products. The spa includes treatment rooms, a longue area, and relaxation zone.
Glossier x Moongate Lounge
Glossier will partner with Moongate Lounge, a local Asian-owned bar, to create a speakeasy in the store. It will feature food and drinks inspired by Glossier products.
Spa Merch
We will create a line of merch that is sold only at the Glossy Spa. This includes, robe, slippers, eye mask, candle and more.
Moongate Lounge
Asian Owned Lunar Lounge & Cocktail Bar
Located in Chinatown
Owned by partners Brandon Jew and Anna Lee, with elements based on Chinese-Californian style, and inspiration from the Lunar Calendar, Moongate Lounge is the perfect collaborator for the bar space in our store.
Cocktails Inspired by
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