The beauty icon regularly engages Antonym to craft and message their most prominent—and lucrative—campaigns of the year.
Case study
The Lexicon
Balm that Goes Beyond, Embrace Transformation, Feminine Power, Glow to Town, Luxe-Struck, Magic-Making Looks, Nourish x Repair x Glow, Personal Evolution, Play With Light, Spark Surprise, Unexpected Artistry
A beauty industry legend
Bobbi Brown is undisputedly one of the world’s most iconic beauty brands.
Founded by a visionary makeup artist, they are globally revered for their skin-first, skin-true products
The challenge
“The cyclical nature of holiday-centric programs presents a regular challenge: keeping the brand’s showstopper campaigns fresh annually, while ensuring top-tier visibility during the most crowded consumer moments of the year.”
Whether evoking the rich symbolism of Lunar New Year, crafting covetable captions for a Black Friday promo, redefining beauty and skincare bestsellers as tokidoki Unicornos*, or honoring Estee Lauder’s inimitable impact on breast cancer awareness, each messaging moment we crafted was designed to convert, and spiked with play.
*Not familiar with Unicornos? You’re missing out. They’re mystical creatures created by Japanese lifestyle brand, tokidoki. For the tokidoki x Bobbi Brown collection, we helped create 6 bespoke Bobbi Brown Unicornos, each with distinct personalities and magical makeup artistry abilities that could transform your look with a little glow—and a lot of imagination.
Deliverables
Campaign concepts
We developed elegant, aspirational concepts for global, 360-degree multimedia programs including Holiday, Holiday Promos (Black Friday, Singles’ Day, Cyber Monday, and additional brand-specific promotions), Lunar New Year, D11 (China), and Breast Cancer Awareness.
Copywriting
Then, we spun those concepts into hundreds (and in the case of Holiday, thousands) of conversion-driven assets including headlines, emails, visual merchandising, website copy, product descriptions, social media, paid advertisements, video supers and storytelling, set and shade names, and influencer guidelines.
We built a distinct verbal world for each campaign, wrapping benefits, formulas, and techniques in scroll-stopping strategy. All while staying true to their inimitable voice and industry-defining point of view on makeup artistry.
Then, we approached each asset individually, structuring the copy to reflect critical business priorities and embellishing the language with clever, ownable flourishes.
The Antonym effect
“Antonym produces copy that is very on-brand but also commercial and consumer-savvy, which is perfect for the digital and e-commerce spaces. They get it when it comes to speaking to the consumer.
They ask the right questions and fully immerse themselves into the project in order to deliver copy that fits hand-in-glove with the overall strategy. They bring passion and positivity to each product they work on. No ego at all. Which makes it a pleasure to continue working with them time and again.”