The Brand
The brainchild of entrepreneur and travel influencer Christina Zilber, Jouer debuted over a decade ago bringing inspired cosmetics with a French twist. The beloved brand offers stunning, high-performing products at a not-too-painful price point, with premium packaging and a playful vibe. With a focus on user-friendly beauty solutions, Jouer is heavy on multi-use, foolproof makeup and skincare that easily earns tote-bag real estate for those who like to look good on the go.
The Task
The perennial challenge in the beauty industry is to resist the temptation to trend-crash and instead commit to a long-term strategy and focused brand vision. As Jouer entered its second decade, it needed to reconsider its purpose and reconnect with its community. Combining the brand’s constant commitment to performance with a fresh, modern attitude, the goal was to reinvigorate Jouer’s unique strengths by cutting through the TikTok-trend chatter to build real cultural clout.
The Execution
Two things we noticed about Jouer founder Christina Zilber is her commitment to excellence and her insistence on enjoying herself, always. An LA lady with an undying affinity for all things Parisian, she believes makeup and skincare should be a fun part of an effortlessly adventurous lifestyle. It’s a très français story the brand’s chic, easy-breezy products tell naturally. So, we decided to really lean into the idea of Jouer being a unique expression of the perennially inspiring cultures of Los Angeles and Paris.
We got to work defining the brand’s fun and feminine spirit through the harmonies and tensions of the two cultures: they both value effortless chicness—the idea of looking great and having fun without appearing to try too hard. One involves beaches and juice bars, the other parks and cafés, but the attitude is the same: staunch individualism meets defiant unfussiness. Leaning into the clout of French beauty and the laid back culture of Jouer’s home base, we landed on the tag line: French beauty, the LA way.
With the launch of a new eCommerce site and two new lip products, we began to tell the Paris-LA story with names and launch campaigns. A new Tinted Lip Oil promised “kissability in a bottle,” while a hydrating demi-matte balm (Balm Bouche) promised a “French-kissed lip,” an “undone” look that works as well in Place des Vosges as it does on Melrose Place. The site features quippy, confident headlines and product stories that sound like the voice of an it-girl actress or Parisian babe—cool, confident, full of sexy secrets.
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.