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Jeni Lee, a Hollywood make-up artist with movie credits such as
"Forrest Gump" and "The Shawshank Redemption," asked us to
launch her revolutionary new line of prestige cosmetics.
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The highly competitive, trend-driven cosmetics category presented
unique problems. To separate the Jeni Lee line from its competitors,
we focused on the product's purity.
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We developed a complete brand identity--logotype, package design, retail
store design and advertising--which emphasized this attribute.
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The logotype was clean, simple, and adaptable.
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The package design featured new materials that lent a visual purity to
more than 200 products.
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A "truth" brand positioning was created to publicize Jeni Lee's "blowing
the whistle" on the cosmetic industry's less-than-truthful
attitude about makeup's shelf life.
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An introductory advertising campaign touting "Truth in Makeup" alerted consumers
to the dangers of expired makeup while informing them of Jeni
Lee's unique product difference: the only makeup on the market
with an expiration date.
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The campaign broke in the New York Times, InStyle, New York, and Hamptons
magazines.
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Launched with overwhelming success exclusively at Henri Bendel
on 5th Avenue in New York.
• Generated extensive
PR in both consumer and trade publications.
• Opened her independent
flagship store in downtown Cincinnati's Tower Place.
• Inked an exclusive with
Nordstrom's for stores nationwide.
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