Case study
There is something delicious and fun about being asked to embrace unapologetic sexiness. BUXOM engaged Antonym to help elevate their tone of voice and imbue their new tonality into a bold rebrand, including their website, emails, and welcome flow. We loved stepping into BUXOM's confident maximalism and the unapologetic way it encourages full-out, all-in glam. The result is unlike anything else around, with unwavering clarity and differentiation.
Be like BUXOM: Go big. Be bold. Feel sexy.
The Lexicon
Babe, Big, Bold, Confident, Fierce, Fun, Glamorous, Unapologetically You, Plumping without Pain, Tantalizing Tingle
Main character energy
BUXOM knows exactly who they are—their powerful personality and tongue-in-cheek wink that shines through everything they do.
In collaborating with BUXOM, we took a cue from their stunning redesign: sleek, playful, modern, and emblazoned with the marquee-level, main character energy they're known for.
There's untold vibrancy in maximalism, and BUXOM reminds us that it's a joy to tap into our bolder, sexier, louder selves. They make makeup fun and experimentative—reminding us with every swipe, plump, and enhancement that beauty should inspire confidence and joy.
The challenge
But it’s not just a vibe. BUXOM crafted a lip-plumping technology that’s unlike anything else in the industry, and this defining innovation needed a story as bold as its benefits. They needed a strategic partner who could help them stay true to this vision—in an evolving, minimalist-forward landscape—delivering a voice, brand and product storytelling, and copywriting that prizes tantalizing over tawdry.
BUXOM has established equity in a territory many brands are afraid to own: sex appeal, showing up as a “babe,” and an audacious take on beauty that’s bigger, bolder, and plumped-up.
Few brands could authentically own this positioning, and that's part of what makes BUXOM so iconic—they are unwavering about who they are and maintain that commitment regardless of how trends shift and change.
Minimalism is great. It's in the ether, and there's a big audience for it. But it's not the only way people want to show up. There's an unlimited beauty spectrum, and observing and absorbing the ways that BUXOM stays true to its roots inspired our entire team and gave us a raucous new verbal territory to play in.
We helped punch up BUXOM’s tone of voice and weave it through their redesigned website, elevating copy for every franchise and product, as well as their artistry positioning, formulaic point of differentiation, reason to believe, and the landing page for their exclusive holiday collection. We then layered this new tonality into 30+ core emails, including a revised welcome flow and messaging for their holiday campaign.
Deliverables
The Antonym Effect
“We loved working with Antonym on this!”
Charlotte Greenbaum, Global Digital Senior Manager
