Defining a new perspective on perfection
In an overcrowded cosmetics landscape, Laura Mercier cosmetics sought to breakthrough, define themselves, and connect in an authentic way. Rather than dictate to consumers, their take, the brand’s first national marketing campaign took a unique approach and decided to listen instead. “What is Flawless?” instantly stood out for posing a personal question, leveraging consumer voices, casting nontraditional beauties, and taking an understated approach to creative. The campaign also reclaimed the term “flawless”—an essential piece of Laura’s heritage, made famous by her “Flawless Face” products—underscoring the role of artistry to further connect the dialogue to product.
Yard 2010–2011