Estée Lauder

The Challenge:

As more working women entered their thirties, they had more money to spend on themselves. Skincare was an uncharted category. What could convince these women to try products from a brand that they grew up seeing their mothers use?

The Solution:

By capitalizing on the elegance of the Estee Lauder name, but showing it with a new younger face, the company introduced a modern system of skincare based on scientific 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 was the cornerstone of the line. 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 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. The result was a finely-edited line of problem-specific products, elegant packaging, informative point-of-purchase collateral, and a targeted PR campaign.