Beauty

Estée Lauder

The Challenge

In 1982, Estee Lauder introduced the first nighttime ​skin serum, effectively transforming women’s ​cleansing/moisturizing skincare regimes. What could ​convince women, both current Lauder customers ​and new ones, to try this revolutionary product?

The Solution

The name; the scientific evidence; the face. By ​capitalizing on the elegance of the Estee Lauder ​brand, but showing it with a new younger model, ​the company introduced a modern system of ​skincare based on proven evidence of performance. ​It caught the imagination and attention of a new ​generation of users—women entering their thirties ​and forties who were suddenly worried about aging. ​Night Repair became the cornerstone of the line. ​Even today, it continues to be one of their top ​sellers.

Alexandra de Markoff

The Challenge

Alexandra de Markoff was a classic and expensive ​brand of cosmetics, known for its remarkable ​foundations which dated back to the time of klieg ​lights and no retouching. Even though its products ​were effective, it was rapidly losing market share to ​more modern brands of makeup that appealed to a ​younger, status-conscious customer.

The Solution

In the fickle world of fashion, cosmetics need to ​project as well as perfect an image. Therefore, ​updating the line with just new products was not ​enough. A complete relaunch focused on style as ​well as performance. New names, new packaging, ​and a new voice were developed. The result was a ​finely-edited line of problem-specific products, ​elegant packaging, informative point-of-purchase ​collateral, and a targeted PR campaign.