inspiration makes life more beautiful
The ask The acquisition of philosophy allows Coty to further expand its Coty Prestige division and strengthen its presence in the skincare category—a key strategic objective of the company. Philosophy needed a 360-degree face lift.
The challenge With significant growth potential in the US and tremendous opportunities in the international markets, philosophy created a strong emotional connection with its consumer, thanks to the unique combination of brand approachability and product performance. But the brand image was fragmented and inconsistent.
The story We wanted to disrupt the category to defend philosophy's leadership position with a strong visual identity that unifies disparate parts of the business. We created a cohesive brand experience where efficacious skincare, laugh-out-loud bath and shower products, and divinely-inspired fragrances coexist with intention.
The result The rejuvenation and re-imaging of the brand elevates philosophy's focus on skin care, and better integrates its important presence in fragrance, bath and body and color cosmetics under a compelling and consistent visual language that maintains the brand's one-of-a-kind POV and inspirational message.
In-house Team Eve Gonzales, Creative Director; Jereme Clymer, Art Director; David Butler, Photography; Agency Partners Laird+Partners, New York; Retail Access / Open-D Group, retail design and visual merchandising
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