When we began working with L'eclisse, they had developed unique and premium primary packaging components for their healthy, natural mineral cosmetics line. With so many brands already in the eco-luxe cosmetics category, our challenge was to articulate and communicate their unique combination of nature and luxury and help them to stand out in the competitive marketplace.
[ Packaging: Design Exploration ]
The L’eclisse product philosphy presented a unique challenge: how to balance the unique luxurious primary packaging with the natural, healthy cosmetics inside. Because L’eclisse is Italian for eclipse, we explored solutions inspired by celestial references, with ornate and premium design and production, and the theme of vintage glamour as a nod to the Italian film with the same name.
[ Packaging: The L'eclisse Line ]
The final solution was a simple but clever design that referenced the concept of an eclipse with the shape of the die cut. A primary carton with a sleeve created a layered experience for the customer, further adding to the sense of luxury. An unexpected metallic bronze and dusty pink color palette complimented the richness of the primary packaging.
[ Photography: Product ]
Branded product photography in carefully arranged setups further conveyed the ultra-premium brand aesthetic. We created a series of group shots for prominent placement online and in print ads and brochures; individual shots of each SKU were used on website and catalog detail pages.
[ POP: Product Display ]
The simplicity of the L’eclisse in-store display mimicked the clean, form-oriented design of the secondary packaging. Clear acrylic was chosen to feature the purity of the product and showcase the unique compact designs.
[ Photography: Art Direction ]
For the advertising images, we explored concepts ranging from emphasis on the natural product formulations to focusing on the luxury of the brand and product packaging. Six unique themes were presented for discussion to help L’eclisse and our team align our vision for the shoot and uniquely position the brand visually amongst competitors.
[ Photography: Beauty ]
The final concept was a studio shoot with a fashion-inspired twist, contrasting the luxury of the product with the natural ingredients.
[ Photography: Beauty ]
Abstract nature-inspired props and backdrops provided a sense of space; luxurious styling was balance with natural hair, makeup, and poses.
[ Photography: Beauty ]
Soft, beautiful, stylized lighting created a subtle sense of mystique and visual twist that fused the polish of a studio shoot with the natural feel of a location image.
[ Photography: Demo ]
To sell cosmetics online, L’eclisse needed visual tools to help customers easily identify their color match. Nine models were cast to represent a range of skin tones and ethnicities in a carefully executed shoot to demonstrate the scope of the line. We carefully cast each model to represent real women with natural beauty.
[ Printed Collateral: Brochure ]
L’eclisse needed printed collateral to communicate their unique selling points to potential buyers. We created a simple yet bold brochure targeted to beauty business owners that communicated the overall positioning of the brand, line features and benefits, and the natural ingredients in the products.
[ Digital Media: Responsive Website ]
For the new responsive design for the L’eclisse site, our goal was to draw customers into the shopping experience while effectively communicating the line’s unique balance of luxury and healthy ingredients. Bold, beautiful feature photography with touches of nature combined with product image composites with botanical elements reference the healthy ingredients in a stylized presentation. Clean makeup demo images support new features, including a robust color-matching guide that helps customers easily choose the best shade for their skin. Comprehensive tips, trick, and how-to’s, as well as a detailed breakdown of the healthy ingredients in each product were also added to help sell-through to online customers.
[ Social Media: Integrated Social Campaign ]
Our social media campaign targets the sophisticated natural-luxury cosmetics customer through beautiful visual content that creates a rich brand narrative, connects to user lifestyle, educates through tips and tricks, and fosters brand loyalty and sales. We strategize, create, and implement all aspects of the L’eclisse social pages on platforms including Facebook, Instagram, Twitter, and Pinterest. We also manage the day-to-day social customer service, online advertising and promotions, coordinate and execute giveaways, and provide public relations services.
[ Digital Media: Newsletters & Editorials ]
We conceptualize, write, design, and implement a comprehensive e-newsletter campaign for L’eclisse including promotions, sales, and custom editorials for B2C marketing. We also target potential wholesale buyers with blasts that highlight company news, professional tips & tricks, and retailer benefits, all tailored to each specific B2B market segment.
[ Public Relations: Traditional and Digital ]
Our press strategy for L’eclisse is broad and diverse, hitting mass market segments through widely sydicated celebrity publications and niche markets through natural living blogs and magazines. We also work with celebrities and influencers to reach our audiences on a grassroots level.
[ Event Marketing: Susan G. Komen Event ]
The L’eclisse founder wanted to honor her mother through supporting the Susan G. Komen event, benefitting breast cancer research and awareness. We helped to facilitate every facet of the event, from designing the tent space, to hiring and directing brand ambassadors, to coordinating makeovers for breast cancer survivors. Branded collateral, sampling, and activities such as a raffle drew participants into the brand experience.
[ Event Marketing: Trade Shows ]
As part of our ongoing marketing services, we help support L’eclisse at industry trade shows by designing booth structures, furnishings, and promotional collateral. We also help with sales presentations, B2B pitches, and live social media posting during shows to help create buzz and drive buyers and press to the booth.
[ Social Media: Micro Videos ]
We created a series of micro videos for use on social media ads to help drive traffic to each product category on the L’eclisse site. This playful stop-motion approach brought personality to the product on a streamlined budget.
[ Video: Corporate ]
To communicate the unique brand positioning and product offerings, we created a simple corporate video for use in B2B and B2C applications. We used a combination of animation, video footage, and infographics to tell the L’eclisse story in a visually compelling format consistent with all other brand touchpoints. The theme of an eclipse was used throught to tie the scenes together visually.
[ Video: Instructional ]
L’eclisse needed tutorial videos to support their website, so that customers could more confidently make a purchase online. We conceptualized, cast, produced, and edited a series of videos for each product that highlighted product benefits and brand philosophy, helped customers select shades, provided instruction for application, and showed tips & tricks.
[ Video: Instructional ]
Model selection was critical to communicate the natural and effortless quality of the L’eclisse brand. We cast models with realistic beauty standards to create a sense of accessibility with the audience. Artful gradated backgrounds connected to the L’eclisse brand visually and helped the videos to stand out from competitors. Unique animations, graphic montages, infographics, and typography helped communicated key product attributes and tips and added to the overall premium quality.