Ilumage “The Beauty of Smart”

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 marketed to her by appealing to her intelligence instead of her fear. We started from scratch and built a brand that grew to support 11 line extensions across technology, textiles, and topicals. 

The Good Stuff: brand strategy & positioning, innovation pipeline, visual identity system, brand voice, creative campaign, video, print