L’Oreal Essie Color
INDUSTRY: Beauty & Fashion WORK: Brand Refresh & Go-to-Market
The worlds number one nail color brand didn’t have problem…. yet.
But, they realized that the iconic Essie brand they built over decades had been imitated for so long, by so many, that their brand equity was all but lost. The brands core was built on hyper-nuanced color, unconventional naming, and fashion forecasting. Over time that had spawned an enormous social fanbase, the Obssessies.
We leaned into the Obssessies ‘ addiction for the new brand look, peeling back the curtain on the inspiration behind the colors. We atomized all the brand assets to create flexible storytelling elements that could remix across all marketing, most importantly social. As a bonus, we gained some noteworthy efficiencies in marketing execution and had our work as an installation in the Louvre in Paris for the L’Oreal Annual Assembly.
