the birth of a new beauty brand
To break into the cluttered crowd of beauty with a new category - not just a new product - newcomer iluminage needed an attitude as radical as their technology. Our radical idea: women are smart and tired of being disappointed by empty promises. We started from scratch and built a brand that now supports 11 line extensions across technology, textiles, and topicals.
The Good Stuff: brand strategy & positioning, innovation pipeline, visual identity system, brand voice, creative campaign, and production of TV and print