the case

Giorgio Armani’s Luminous Silk Foundation is one of the brand’s most iconic product, however, did not appeal to Sephora’s younger audience due to its high price point and brand perception. Our task was to be nimble and create, in-house, social assets to appeal to Sephora’s millennial audience while maintaining the refined elegance of the Armani brand.

the strategy

Video and animation were out of the question due to the budget, but we know movement and interactivity performs best on social, so we aimed to create a multi-series of photographic elements to engage our target audience. To maintain brand integrity, while also appealing to a younger audience, we created a photo style that would interrupt Sephora’s normally colorful and loud social channels.

the solution

The floating bottles represent the lightweight feeling, an important attribute when shopping for foundation. To showcase the product’s seamless and smooth finish, fluid and abstract makeup spills were used in addition to product photography. The spills artfully show the breadth of the line’s shade range as well. Images with and without the bottle caps educate consumers on application how-to, while reinforcing the iconic Armani logo. The use of a brighter, harsher light brought a modern visual element to the images, while the warmer tones allude to the brand’s overall sophistication. This set of cohesive visual elements were used across Sephora’s various social platforms.

photography: colleen gunther
styling: libby marshall