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Case Study: Rebranding a Cosmetics Line

By: Aniko Hill
Posted: July 31, 2009, from the August 2009 issue of GCI Magazine.
Makeup Designory (MUD)

Since branding is simply the public’s perception of a product or service, it is natural for a brand to change in time as the market or company evolves—or if the overall culture transforms. The decision-makers at MUD understood this concept before any work began.

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For the interior of the stand-alone MUD retail stores in Los Angeles and New York, there was focus on making the shopping experience as simple as possible through the creation of custom displays that enhanced the color-coded categories of product. Soft white hanging panels diffused the light in the space and created privacy in the makeup stations. Instructional graphics conveyed important product information and useful professional tips and tricks for an added educational experience.

Lasting Results

The key to successful long-term lifestyle branding is creating an emotional connection to the market. Communicating product benefits and quality is not enough—there must be a bigger idea and an artistic expression to create the indescribable emotional connection that makes a person loyal to a brand.

MUD continues to work toward nurturing this connection, and has already seen the effects of the new brand positioning with its existing retail partners. “They love the education, and they see the tie-in across the board,” says Holland. “We’re being asked for the new materials that incorporate the bits of education to help sell our product within their stores.” MUD has also noticed changes in how it is perceived by potential customers. “You’re taken far more seriously,” says Holland.

Internally, the brand-building process, along with structural refinements MUD enacted concurrently, has also helped to keep everyone in the company on the same page.

Aniko Hill is the founder and creative director of The Kitchen Collaborative, a boutique branding agency that works to create premium lifestyle brands. She has worked on branding projects for Boeing, Disney, Master Foods, Sony, Ketel One Vodka and Red Bull, and has taught advanced courses on branding and packaging design at The Art Institute of California.