Bésame Cosmetics

Brand direction and communications strategy for an LA cosmetics boutique that’s big in the movies but was struggling for sales on the street.

Brand Identity • Logo Design • Etc

  • Challenge:

    Bésame Cosmetics are big in the movies, famous for their authentic vintage inspired makeup made with modern ingredients. But their success on screen wasn’t translating to sales on the street.

    Treasured by beauty history nerds and makeup aficionados, the brand was nevertheless struggling to draw in new customers or get back on the shelves at Sephora.

    Objective:

    Attract new customers buying lightly, to grow the business sustainably (without diluting the vintage heritage and customer base). Recoup a 20% sales loss in the previous year.

    Plan:

    1. Focus comms on lipsticks, as a low-risk buy-in for new customers

    2. Make bold looks —and glamour itself— feel less intimidating and easy to wear

    3. Show that glam is just a touch of boldness that belongs on the street, not just the screen

    Impact:

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