case study
laura mercier
Flawless skin is as ubiquitous to the beauty industry as baking is to drag queens, and Laura Mercier is the indomitable pioneer of undefiled skin. Although de rigueur now, when Laura moved from Paris to New York City in the 80s to begin her career as a makeup artist, the quintessential no-makeup products we now revere simply did not exist. So she created them.
Moved by Laura’s mission to reposition makeup as something that reveals, rather than conceals, Antonym set about weaving Laura’s renowned philosophies into the brand’s full-scale website redesign. We crafted product descriptions, SEO-optimized product pages, biographies, artistry stories, transactional copy, email marketing campaigns, and language for the exclusive Flawless Face Atelier, giving a modern facelift to Laura’s empire immaculé.
THE ANTONYM EFFECT
“The voice of Laura Mercier Cosmetics is its own lingua franca, a signature blend of that French je ne sais quoi alongside the vibrating pulse of grittier New York City. An efficacious brand voice doesn’t mean that you have to draw from a single source of inspiration. We embraced Laura’s jet-setting wanderlust and wove it through her most ardent philosophies on makeup. Meaning an inky charcoal eye and velvety rouge lip share the same universe, and are as fearless, as undone skin. Let your references run rampant, but keep the directive mercilessly consistent. Here, that message is: flawlessness is not how you look, it’s what you radiate.”
THE DICHOTOMY
Laura Mercier is an antonym of her own, living a tale of two cities whose cultish personalities exert duel influence on the brand’s vision.
Paris
Raised in Provence, Laura is intrinsically inspired by the French aesthetic, sophisticated yet effortless. That raw sensuality that exudes confidence in one’s own skin.
New York
She’s equally inspired by the energy of New York, and its elevated take on American ease. Spirited and bold, raw and glamorous, with an unflinching attitude.
THE LEXICON
Flawless, Coveted, Sophisticated, Seductive, Perfect, Restore, Nourishing, Addictive, Immaculate, Canvas, Pristine, Polish, Iconic, Signature, Rejuvenates, Lustrous