How to create a new beauty experience that promotes our two leading brands?
Sometimes it is challenging to integrate two different brands into a single concept.
On the one hand, we have Milani®, inspired by the streets, fashion, art, history, and Milan culture. The New Milani Group, Inc. manufactures cosmetics and beauty care products, offering products for the eye, face, lips, and nails.
On the other hand, Jordana®, which has for more than 25 years, promoted the idea that everyone should be able to create her unique look with high-quality makeup that’s affordable.
Both brands feature advanced formulas in various colours and offer vegan products made in the USA. They provide their products through retailers in the United States and Central America (without a physical store).
For this project, Variedades Ivette, a Central American distributor, wanted to develop a new strategy to position these California brands and build a unique and meaningful way to connect with their customers.
After in-depth research of their clients’ habits and the brand, we decided to conceive a new leading brand, inspired by the best companies on the market, to compete face to face for a market share.
We designed from the store to the customer experience, from branding, shelving, product placement uniforms, and social networking to packaging.
We focused on imagining a new space where women could buy product brands and experience makeup sessions, activities, and promotions, where expert advisors and staff focused on indulging customers and creating an enhanced and intimate journey.
Our task was not simple: we had to position a new brand in a new region by developing the concept and creating the first store of its kind and how the two looked and coexisted in a meaningful experience.