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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.
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.