The Art of Formulation
Master Branding, Brand Voice & Personality: Robin Albin / Creative Direction: David Pugh
THE URGENCY:Pierre Darphin was a master skin scientist, passionate botanist, and highly skilled Kinesiotherapist. He was also a man who greatly admired women. So he selected precious, botanicals, captured their essence at the peak of potency, blended them meticulously to create the most exquisite, high performance formulas. And perfectly prescribed how to indulge in them through his precise skin sculpting massage and beauty rituals. All to make every woman feel like the most beautiful woman alive. Every day.
But over time, this jewel in the Estée Lauder portfolio, was having an identity crisis that left retailers and consumers wondering “que est-ce que ce est"?”
THE INSURGENCY:We created a unique visual design and verbal communication strategy that captured the brand’s three equity pillars of The Art of Formulation (The unique way in which Darphin selects and blends ingredients to ensure efficacy and sensoriality), Sensory Experiences and its Parisian Heritage.
Our advertising campaign was created to be a intimate and candid peak into a woman’s boudoir – as if we stumbled upon it just as she left the room. The result: The Darphin “je ne sais quoi” was reestablished.