The Brand
Giorgio Armani’s legend is gospel in the world of fashion. Known for his love of natural beauty, individuality and pure glamour, Armani is beloved by cinema stars from every generation alive today. That uncommon clout carries over seamlessly to the Giorgio Armani Beauty brand. The gold standard of modern red carpet beauty, Armani Beauty is the source of holy grail products Luminous Silk Foundation and Lip Maestro, as well as the iconic elemental fragrances Aqua di Gio, Code and Sí. As with the Armani fashion collections, the desire is never to mask imperfections, but to illuminate individual character.
The Task
To highlight its message of unparalleled excellence in high-performance, luxury beauty, Armani needed a robust brand voice strategy and intensive global style guide to communicate the brand philosophy naturally across all digital and physical touchpoints. Unveiled during the brand’s 20-year anniversary and adapted to accommodate the shifting retail climate following the coronavirus pandemic, the goal was to leverage a strong red carpet heritage in a way that feels relevant for modern woman.
The Execution
Wielding the pillars of the Armani fashion empire—cinema, nature, simplicity and Milanese elegance—we created a strong brand voice that strips away the fluff of traditional luxury and replaces it with modern clarity. Elevated, yet personal, the Armani Beauty voice appeals to a desire for full expression of life’s most intimate moments. To achieve the balance of timeless heritage and modern relevance, we developed an exhaustive set of directives for everything the brand communicates, from email sale notifications and web tutorials to global sustainability initiatives. We continue to execute content based on the style guide we created, providing empowered copy for seasonal messaging, editorial content and sweeping fragrance campaigns.
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The Deliverables
Brand Saga:
Enjoy Your Beauty
In contrast to the Millennial minimalist beauty brands that have dominated the industry since the Glossier era, Jouer’s brand platform appeals to those who see life as a romantic, sexy adventure. For Jouer, skin care and makeup isn’t just something to make you look un-tired, it’s a tool for self-expression and a way to enjoy your own unique beauty, whether you’re a Gen Z-er discovering her personal style or an empty nester with lots of life left to live.
Product Campaign:
Balm Bouche
As its first step to being a “French” beauty brand, Jouer launched Balm Bouche, an innovative formula that creates an “undone” lip look with a modern, demi-matte finish. We gave the product a “franglais” name and shades like Liberté and Sensualité to evoke the Parisian spirit of confidence with a cultured feel. The launch campaign introduced the idea of a “french-kissed lip” that prizes effortless sexiness over unattainable perfection.
eCommerce Copy:
Play With Jouer
As part of its brand refresh, Jouer launched a totally new eCommerce experience that elevates the product and brings its cheeky brand voice to the fore. Headlines highlight lighthearted adventures, while in-depth stories show how covetable color cosmetics and skincare must-haves inspire a Paris-LA lifestyle, no matter where the client happens to be. It all lives within a streamlined, frictionless shopping experience that allows for education and exploration.