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Challenge: Victoria Jackson wanted to start a make-up line aimed at the 18-32 demographic. When she came to us, she had a name and a logo, but no online identity for the new company. She wanted to begin creating a buzz and promoting Lola as soon as possible, even though the products would not be manufactured for some time. Solution: The first step was to develop a brand identity, putting in place the imagery and words that would convey the essence of this emerging company. The brand needed to distinguish itself from other, young make-up lines. We wanted the image to be feminine, sophisticated, sexy, self-assured, and street smart. The brand, it was decided, would be personified by a fictional woman, the Lola Girl. Equal parts Brigitte Bardot and Angelina Jolie, she would carry the banner of the company. Working with an illustrator, we came up with a style that was loose enough to be evocative and sexy, while at the same time rough enough to be streetwise and gritty. Instead of waiting for the product shots, we hand illustrated the items. This served two purposes: it allowed us to keep rolling forward with the promotional effort, and it maintained a cohesive brand message. Lola was defined by the loose, high-contrast illustration style we chose. Next we went to work on the site. As one of their main points of sale, the website had to move product. Following a strong visual impact on the homepage, each product line was immediately accessible from every area of the site. We designed a simple e-commerce solution that easily allowed multiple purchases. We also repeated the web address on every piece of collateral we produced for them, from the print catalog on down to the promotional post cards. All this served to get the buzz going around Hollywood. The early work we did solidifying the brand's image made the opening of the Robertson Boulevard boutique a highly anticipated event. Lola Cosmetics is now distributed on Sephora.com, in Nordstrom's, Harvey Nichols, and have just launched in Henry Bendel, and lolacosmetics.com still serves as a major sales avenue for the company, in addition to being Lola's most accessable piece of brand promotion.
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