ESPOIR
'NY Makeover'
South Korea’s cosmetic and beauty market is one of the world’s most advanced. Every demographic and personal style from cosmetic candy shops to sophisticated spa emporiums have their own unique brand and dynamic retail presence.
Amore Pacific’s commercial challenge was to create a brand to take on Mac and Bobbi Brown but with a unique Korean attitude. The hit TV show ‘Gossip Girl’ and its star Leighton Meester is seen as an aspirational style icon for the twenty something girl around Seoul. This NY makeover concept formed the foundation for the creation of the new brand: Espoir. This brand platform was reflected in a ‘NY loft’ style branded environment. Raw shells juxtaposed with sleek fixtures, interactive make up tables, new season consoles and a make-up artist events area. Actress and model Leighton Meester became the launch face of Espoir and was featured in our art directed campaign shoot in New York, with celebrity photographer Mark Liddel. The Espoir brand creation project in collaboration with JHP included brand proposition, product strategy, brand identity, store environment, launch campaign, digital and social guides, staff uniforms and music playlists.
BRAND CONCEPT + STRATEGY + BRAND DESIGN + ARCHITECTURAL STYLE + RETAIL DESIGN + INTERIOR DESIGN LANGUAGE + ART DIRECTION + SERVICE STYLE + UNIFORMS + MARKETING CAMPAIGN + EVENTS