• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Components
    • Markets
    • Materials
    • Solutions
    • Top 20 Companies
    • Buyers Guide
    • Events
    • More
  • Magazine
  • News
  • Components
  • Markets
  • Materials
  • Solutions
  • Top 20 Companies
  • Buyers Guide
  • Events
  • Current & Past Issues
    Features
    Editorial
    Departments
    Columns
    Digital Edition
    eNewsletter Archive
    Staff
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    Back in Business: In-Person in LA

    Shine of the Times

    Ramping Up the Sustainable Packaging Conversation

    Rethinking Makeup Brushes & Beauty Applicators

    Making the ‘Eco-Transition’
    Breaking News
    Regulatory
    Events
    Association
    Packaging
    Adv/Marketing
    Financial
    Retail & Travel
    People
    Products
    Experts
    Press Releases
    Exclusives
    Live From Shows
    Video Bites
    Packaging Personalities
    Top News
    L'Oreal CEO Nicolas Hieronimus On Sustainability Initiatives

    Glossier Announces New CEO

    Men’s Skincare Market to Hit $13 Billion by End of 2022

    Estée Lauder Promotes Gibu Thomas to EVP, ELC Online

    HipDot Launches Girl Scout Cookie Collection
    3D
    Accessories
    Aerosols
    Airless
    Applicators
    Bags
    Bottles/Jars
    Brushes
    Cans
    Cartons/Boxes
    Closures
    Compacts
    Devices
    Dispensers
    Double Duty
    Droppers
    Environmental
    Labels
    Lipstick packages
    Mascara Containers
    Paper
    Pouches
    Printing
    Pumps
    Rollerballs
    Small Sizes
    Stock Pkg
    Tubes
    Wipes/Sheets

    3D Neopac Upgrades On-Site Manufacturing Technology

    Method's New Packaging Celebrates National Parks

    Consumer Experience Drives Plastic Packaging Design

    Baralan Offers Sustainable Components in Escalating PCR Percentages

    Hands-Free & Hygienic Cosmetic Packaging
    Bath/Body
    Cosmetics
    Ethnic
    Fragrances
    Hair
    Health and Beauty
    Home Fragrance
    Men
    Nails
    Personal Care
    Sample/Travel Sizes
    Sets/Kits
    Skin

    Glossier Announces New CEO

    Men’s Skincare Market to Hit $13 Billion by End of 2022

    Estée Lauder Promotes Gibu Thomas to EVP, ELC Online

    HipDot Launches Girl Scout Cookie Collection

    L’Oréal Invests in Japanese Beauty Startup, Sparty
    Brush Fibers
    Eco-friendly
    Flexibles
    Glass
    Metal
    Paper/Board
    PCR
    PET
    Plastics
    Wood

    Pennelli Faro Debuts Its New Mono-Material Brush at Cosmopack

    Baralan Is Committed to Quality, Service and Sustainability

    REN Clean Skincare Elevates Mask Range with Sustainable Packaging

    3D Neopac Upgrades On-Site Manufacturing Technology

    Method's New Packaging Celebrates National Parks
    Anti-Counterfeit
    Contract Services
    Decorative Effects
    Design Capabilities
    Digital Printing
    Injection Molding
    Machinery
    Made in USA
    Package Development
    Printing/Decorating
    Sustainable Pkg/Practices
    Turnkey

    L’Oreal CEO Speaks About 'Responsible Consumption' at World Economic Forum

    Shiseido Launches Eco-Conscious Skincare Brand Ulé

    Pact Has Collected Over 20k Pounds of Hard-to-Recycle Beauty Packaging

    Kate McLeod's Waterless Solid Moisturizer Debuts at Sephora

    The Body Shop Launches Refill Stations in U.S. Stores
    Top 20 Companies
    Chanel

    LVMH

    Revlon

    Coty

    L’Oréal
    All Companies
    Categories
    Company Profiles
    Jobs
    Add New Company
    International Buyers Guide Companies
    Epopack Co. Ltd

    Yuan Harng Co. Ltd.

    TAESUNG

    GLASPRAY ENGINEERING & MANUFACTURING CO., LTD.

    Big Sky Packaging
    Industry Events
    Live From Shows
    Exhibitor Showcase
    Webinars

    Cosmoprof North America 2022 Introduces New Show Format

    Cosmoprof Worldwide Bologna 2022 Aims to Relaunch the Cosmetics Industry

    Pharmintech 2022 Approaches

    MakeUp in Shanghai Announces New Dates

    TFWA Changes Format of Singapore Show
    • Magazines
      • Current / Back Issues
      • Features
      • Editorial
      • Departments
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Staff
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • Companies
      • Categories
      • Corporate Capabilities
      • Add Your Company
    • Components
      • 3D
      • Accessories
      • Aerosols
      • Airless
      • Applicatiors
      • Bags
      • Bottles / Jars
      • Brushes
      • Cans
      • Cartoons / Boxes
      • Closures
      • Compacts
      • Devices
      • Dispensers
      • Double Duty
      • Droppers
      • Environmental
      • Labels
      • Lipstick Packages
      • Mascara Containers
      • Paper
      • Pouches
      • Printing
      • Pumps
      • Rollerballs
      • Small Sizes
      • Stock Pkg
      • Tubes
      • Wipes/Sheets
    • Markets
      • Bath/Body
      • Cosmetics
      • Ethnic
      • Fragrances
      • Hair
      • Health And Beauty
      • Home Fragrance
      • Men
      • Nails
      • Personal Care
      • Simple/Travel Sizes
      • Sets/Kits
      • Skin
    • Materials
      • Brush Fibers
      • Eco-friendly
      • Flexibles
      • Glass
      • Metal
      • Paper/Board
      • PCR
      • PET
      • Plastics
      • Wood
    • Solutions
      • Anti-Counterfeit
      • Cotract Services
      • Decorative Effects
      • Design Capabilities
      • Digital Printing
      • Injection Molding
      • Machinery
      • Made In USA
      • Package Development
      • Printing/Decorating
      • Sustainable Pkg/Practices
      • Turnkey
    • Top 20 Companies
    • Online Exclusives
    • Slideshows
    • Expert Opinions
    • Videos
    • Infographics
    • Whitepapers
    • Products Showcase
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Jobs
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms Of Use
    Online Exclusives

    Case Study, Jessica Nails: How Studio Morris Used a Classic Line By A Legendary Ad Exec

    In new ad campaign for Jessica Nails, Studio Morris made good use of a classic line by advertising legend, William Bernbach.

    Case Study, Jessica Nails: How Studio Morris Used a Classic Line By A Legendary Ad Exec
    Jessica Nails' New Whisper Collection
    Jeffrey Morris, director, chief creative officer, Studio Morris08.31.15
    We were asked by Jessica Nails to help promote their spring collection of muted neutrals. Much of the work we do in beauty is about story telling and branding; this collection was no different. After establishing naming criteria, our ideation session uncovered the classic line by advertising legend William Bernbach, "When everyone shouts, whisper." This led to the name, "The Whisper Collection."



    The author, Jeffrey Morris, of Studio Morris
    Together, with the client, our team at Studio Morris named the colors: Hush Hush, Gossip Queen, Sch!, Rumor Mill and Secrets.  Armed with our big idea, the design task was to  leverage Jessica Nails' exclusivity, European heritage and luxury positioning. A classic Paul Kline image and structured typography help convey the understated elegance of the brand and the collection.

    Background

    Long before nail salons were found on every corner, there was Jessica Vartoughian, the woman who would become known as The First Lady of Nails. Jessica opened the first-ever nails-only salon and revolutionized nail care with a technique that was ahead of its time. As manicurist to the stars, she has a long history of high quality products that focus on creating healthy nails. Available only in salons, the Jessica Brand is one of the leading brands in Europe.

    As a branding agency, naming is one of our core competencies. We do brand strategy, company and product naming brand identity, packaging and interactive for the beauty, luxury and select corporate clients. It’s highly strategic, and involves more than just marketing, and can involve time and expense.

    The Process

    With Jessica Nails, we were naming a collection. This was less strategic and more creative. We spent time with Jessica, who developed the colors, and learned about her inspiration, point of view and overall objectives. We did a competitive review to understand what others were doing and current trends.



    Jessica Nails' magazine ad
    We then went back to the office and conducted our own, internal ideation session, creating a group of “buckets” or categories to put potential names in. Our concepts and idea were all over the place and we referred to our criteria to evaluate our brainstorming ideas.

    We ended up with a few promising directions, and then began the design process. During the design process, some names worked better than others.

    Additionally, our visual exploration led to modifications of some names. Ultimately we settled on four to five directions to present.

    After the first presentation, two directions were selected for additional refinements and to apply to the other touchpoints (Point of Purchase displays, Posters, Header Cards, etc.) and it came down to Whisper and another direction.

    After the second presentation, Whisper was selected. We then went into production mode, securing the photograph, undertaking extensive retouching, doing product photography and overseeing the execution of all of the materials for the campaign.

    Challenges and Opportunities

    As a branding agency we’ve worked with some of the largest beauty corporations in the world including Estee Lauder and L’Oreal. We don’t care about the size of the client we work with as long as they are passionate about doing the best work possible. We adhere to the same high standards no matter the size. There are many opportunities in working with smaller entrepreneurial clients. You are usually working with the founder who has the vision and they are more open to new and unusual ideas.

    Fashion, Beauty and Luxury marketing is a highly visual endeavor requiring the best artists, photographers, models, designers and materials. Jessica is a tiny company and did not have the budget that our larger clients have. We would have preferred to shoot our own model, with our own photographer. We also do structural design and would have liked to redesign the point of purchase display but we’re professionals, and had to stay within the budget

    It forced us to be resourceful, finding ways to get around that challenge. Because we had a good, “big” idea, the execution was simpler and more cost effective.  We were able to find a pre-existing image that worked, and we were home free.

    The End Result

    A good idea can carry the day. The response has been very positive. Everyone is pleased with the results.

    ABOUT THE AUTHOR

    Jeffrey Morris is Director and Chief Creative Officer at Studio Morris.

    Read More:

    5 Design Don'ts by Jeffrey Morris: A few common design mistakes that every designer and brand marketer should avoid. 
    Related Searches
    • Nails

    Related Content

      Trending
      • Glossier Announces New CEO | Beauty Packaging
      • Ranking The Top 50 Cosmetic Companies | Beauty Packaging
      • Ranking The Top 50 Cosmetics Companies 2021 | Beauty Packaging
      • 4 Key Beauty Trends For 2023 By Trendalytics | Beauty Packaging
      • Smashbox Expands Becca Highlighter Collection | Beauty Packaging
      Breaking News
      • L'Oreal CEO Nicolas Hieronimus On Sustainability Initiatives
      • Glossier Announces New CEO
      • Men’s Skincare Market to Hit $13 Billion by End of 2022
      • Estée Lauder Promotes Gibu Thomas to EVP, ELC Online
      • HipDot Launches Girl Scout Cookie Collection
      View Breaking News >
      CURRENT ISSUE

      April/May 2022

      • Review: Luxe Pack Los Angeles & MakeUp in LosAngeles 2022
      • Metal & Metallic Packaging Looks Luxe & Can Also Be Sustainable
      • Beauty Industry Experts Discuss Sustainable Packaging
      • Makeup Brushes & Beauty Applicators Offer Better Functionality
      • What's New in Sustainable Cosmetic Packaging?

      Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
      You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

      • About Us
      • Privacy Policy
      • Terms And Conditions
      • Contact Us

      follow us

      Subscribe
      Nutraceuticals World

      Latest Breaking News From Nutraceuticals World

      Thorne Relaunches Gut Health Test with Microbiome Wipe
      Alkemist Labs Announces Alkemist Assured Seal and Next Generation Transparency Reports
      GC Rieber Foundations Expand Philanthropic Efforts
      Coatings World

      Latest Breaking News From Coatings World

      PPG Sets Goals to Reduce Greenhouse Gas Emissions, Unveils 2021 ESG Report
      Birla Carbon to Present Sustainable Carbon-based Solutions at PaintIndia 2022
      BTC Europe, NXTLEVVEL Biochem to Distribute Biobased & Biodegradable Solvents in Europe
      Medical Product Outsourcing

      Latest Breaking News From Medical Product Outsourcing

      Anumana's ECG Pulmonary Hypertension AI Algorithm Gains Breakthrough Status
      inHEART's 3D Cardiac Modeling Tool Earns FDA Nod
      FDA OKs RapidAI's Pulmonary Embolism Triage, Notification Tool
      Contract Pharma

      Latest Breaking News From Contract Pharma

      Corealis CDMO Completes Deal with ArchiMed
      Piramal Pharma Solutions Upgrades Oral Solid Dose Capabilities
      Steriline Robotic Applications to Improve Quality in Drug Primary Packaging
      Beauty Packaging

      Latest Breaking News From Beauty Packaging

      L'Oreal CEO Nicolas Hieronimus On Sustainability Initiatives
      Glossier Announces New CEO
      Men’s Skincare Market to Hit $13 Billion by End of 2022
      Happi

      Latest Breaking News From Happi

      Zocdoc’s Appointment Analysis Shows Consumers Are Seeking Skin Health Care in Person Again
      Four Seasons Resort Maui To Offer Project Reef Sunscreen Beginning on World Oceans Day
      IFSCC Extends 2022 Early Bird Registration
      Ink World

      Latest Breaking News From Ink World

      HP Indigo Reaches 2,000th Active Install
      Siegwerk Introduces New NC-Based Flexible Packaging Ink
      Sun Chemical Expands SunColorBox with SunConnect
      Label & Narrow Web

      Latest Breaking News From Label & Narrow Web

      AWA to host 22nd Global Release Liner Industry Conference & Exhibition
      Domino assists Grace Label with supply chain disruptions
      Rotocon wins AI Business Excellence Award
      Nonwovens Industry

      Latest Breaking News From Nonwovens Industry

      Thorne Relaunches Gut Health Test with Microbiome Wipe
      Thinx Names Meghan Davis as CEO
      Kimberly-Clark Reportedly Examining Sale of Latin American Tissue
      Orthopedic Design & Technology

      Latest Breaking News From Orthopedic Design & Technology

      Extremity Medical Rolls Out OMNI Stable Ankle Fracture System
      James W. Stone Named AANA President
      Tom Hedman Named Senior Principal Scientist at Spinal Simplicity
      Printed Electronics Now

      Latest Breaking News From Printed Electronics Now

      Canatu Receives IATF 16949:2016 Certification
      Applied Materials Announces 2Q 2022 Results
      ams OSRAM Supervisory Board to Elect Dr. Margarete Haase as Chairwoman

      Copyright © 2022 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

      AD BLOCKER DETECTED

      Our website is made possible by displaying online advertisements to our visitors.
      Please consider supporting us by disabling your ad blocker.


      FREE SUBSCRIPTION Already a subscriber? Login