We’re excited to have worked with The Body Shop on another project to design the branding, visual language and creative for Beauty Gems, their latest campaign.
The Body Shop beauty gems are the indispensable items of your makeup kit you previously didn’t even know existed. They are the items that you read about online, they are the secret weapons deployed by your favourite celebrities and shared only with you.
They are the accessories you can’t wait to recommend to your friends and family. They are your new beauty essentials. Alongside a visual emblem and conceptual promotional artwork, we were also asked to devise tag-lines for both online and offline use. In order for the finished concept to be used consistently across a variety of mediums, we were also asked to create a style guide document for the artwork.
Designed around the three concepts of beauty gems being your favourite makeup products (the heart), the sharing of such items (the connecting lines) and the visual familiarity of a precious gem, the emblem became the centre point of the project and shaped the concept for the rest of the items including the finalised tagline of ‘Unearth your next beauty gem’.
Product imagery and POS
To help add a visual identity to the tagline and concept as a whole, we then designed a series of promotional product images showing The Body Shop products surrounded by earth and precious gems as if they had been dug up from the ground.
Finally, we devised a visual concept to explain how the emblem can be used to represent the social sharing concept of the campaign and proposed ideas of how this concept can transposed into a wealth of online and offline materials including social media aggregators, e-commerce loyalty incentives and in-store point of sale displays.
The products promoted through the Beauty Gems campaign had a 300% uplift in sales compared to the previous year. It has been so successful that The Body Shop are running the campaign again for 2015 so we’re very happy!
You can find out more about the campaign and unearth your next beauty gem here: http://www.thebodyshop.co.uk/content/beautygems.aspx
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