Challenge

A new cosmetics range aimed at 16 to 24 year olds, we created the brand from scratch, Models Own needed to develop a brand identity, create distinctive packaging and launch an e-commerce site.

Insight

To ensure a differentiated positioning in a crowed market, we positioned Models Own as a fashion, rather than cosmetics, brand. With its huge range of vivid shades, we also identified new colours as a key element of our messaging – as soon as the latest look hits the catwalk, Models Own will provide the colours to complete the look.

Outcome

We created a brand look and feel and e-commerce site that not only screamed colour, but also exuded a sense of fast-paced, up-to-the-minute topicality. To reinforce this perception, we created a magazine styling for the website whilst making colour the hero with highly engaging functionality for showcasing each shade. The brand has been so successful that it has moved on from exclusively online sales into retail distribution through Boots and Superdrug and a new London flagship shop in Westfield Stratford.