ESSENCE
COSMETICS

CONSUMER CAMPAIGN

THE ASK

International cosmetics brand essence targets Gen Z audiences with a wide range of popular makeup. The Mixx was tasked to continue making the brand globally relevant for younger audiences who blur the lines of sexuality and gender. The brand wanted to communicate to their audience that they celebrate beingyou and being proud of it, 365 days a year. Our relationship has continued to blossom, being invited back to assist with key product launches and Pride campaigns.

OUR SOLUTION

For our first campaign, we created an ownable brand story with the strategic platform “I define me. We define we.“ Through language and visuals, the campaign empowers both the individual and the collective to celebrate self-discovery and self-expression. Our primary headline “We makeup the rules“ embodied the ethos that when we share our authentic selves with the world we give others the confidence to do the same.

SERVICES

Brand discovery research
Campaign messaging
Strategic platform

Creative concepts
Campaign guidelines
Asset starter kit

THE FOLLOW UP

LIPS GET LOUD

For the launch of essence’s new 8-hour matte liquid lipstick, we designed a bold, youthful, and expressive concept and messaging system that could be applied across social media, POS, and beyond. The eye-catching graphics and attention-grabbing copy pays off the product’s key selling points in engaging and exciting ways.

LGBTQ+

PRIDE 2023

Essence wanted to see expression in its boldest, most colorful, authentic forms this Pride. The Mixx created a visual direction playbook for international rollout into local markets with punchy graphics and a very relevant message. The guide included ways for markets to locate and engage with influencers to help get the campaign out.