The visual identity for Kiss and Makeup, a makeup and beauty boutique in the heart of a quaint town, was designed to evoke a luxe and sophisticated vibe. When the store moved from a 500 sq. ft. space to a 2,000 sq. ft. space, Alexander strived to create an environmental experience on par with the brand identity she created. The scope included custom cabinetry, intimate rooms and product merchandising throughout the space.
Event Planning + Promotion
Alexander utilized Kiss and Makeup’s interns to execute a Fall event, intended to drive brand awareness and generate sales. Working with a modest budget, Alexander and team created promotional flyers, installed a fall woodland window display, merchandised the store, developed a comprehensive social media campaign and launched a customer loyalty program. As a result, the six-hour event netted greater revenue than the full month of September.
Launching a Brand Extension
When the founders of Kiss and Makeup launched darci by Di Caprio, their exclusive line of cosmetics, Alexander created a logo utilizing creative elements of the Kiss and Makeup brand identity for consistency. When they added new products such as an exclusive line of vegan-certified makeup brushes, Alexander created a campaign that included window posters, product displays and print collateral.
After a press release that Alexander wrote caught the attention of a Los Angeles marketing firm, darci by Di Caprio's signature brush cleaner was included in the 2012 Oscar Swag Bag. In order to stand out among the myriad of products the Oscar nominees would be receiving, Alexander designed a unique package to house the products. The theme, "Don't Judge a Book by its Cover" played off the hidden dangers of dirty makeup brushes and the story behind the founders. The package included a video as well as a bound movie script detailing their journey. She then planned and managed an Oscar party that shut down the center of Malvern, complete with a red carpet, star-studded guests, goodie bags and a silent auction with proceeds that benefitted Dress for Success, South Central PA.
The resulting press and media exposure enabled Alexander's clients to capture major retail distribution deals with brick and mortar as well as e-commerce beauty giants.
Pitching a Giant
Capitalizing on the success of the Oscar campaign, darci by Di Caprio Cosmetics was poised for greater distribution. Invited to pitch Avon, Alexander's clients asked for three packaging concepts utilizing their top sellers.
Kaleidoscope Eyes included three eye shadows and a brush. Products were delivered in a tube that also functioned as a kaleidoscope. The viewfinder, when rotated, revealed different makeup applications highlighting the colors included.
The Perfect Palette included three eye shadows, two lip colors and a brush, delivered on a painter's palette board.
Garden Glory, the third concept featured a blush bouquet compact and makeup brush. Products were packaged in a box designed to resemble a flower trellis and filled with rose potpourri.
Alexander also created the pitch presentation.
Expanding the Sales Force
When Alexander's clients wanted to expand their retail presence, they decided to recruit sales representatives. Alexander developed recruitment materials that included promotional items and print and online applications.