Case study
Moved by Laura’s mission to reposition makeup as something that reveals rather than conceals, Antonym wove Laura’s renowned philosophies into the brand’s 360-degree refresh and redesign. We delivered tone of voice support, crafted fresh messaging for their new website and 80+ brand emails, and developed the name and messaging for their new loyalty program,* giving a linguistic lift to Laura’s empire immaculé.
*Care to become a Mercier Muse?
The Lexicon
Atelier Mercier, Bonjour Beauté, Classic Ease, Flawless Face, Je ne Sais Quoi, Les Techniques, Mercier Muse, Seamless Canvas, Sophisticated, Unique
Flawless skin is as ubiquitous to the beauty industry as baking is to drag queens, and Laura Mercier is the indomitable pioneer of undefiled skin. Although de rigueur now, when Laura moved from Paris to New York City in the 80s to begin her career as a makeup artist, the quintessential no-makeup products we now revere simply did not exist. So she created them.
An indomitable beauty pioneer
The challenge
“Laura created—and then made iconic—the complexion ideal of naturally flawless skin. That history is an essential motif. So, like with any legendary atelier, refreshing Laura Mercier’s brand identity required a delicate, nuanced touch. Our storytelling had to refract her heritage through a modern light grounded in classic techniques.”
Deliverables
Ecomm overhaul
We wove the brand’s refreshed vision through a website rewrite, CRM overhaul, and naming and messaging for their new loyalty program: Mercier Muse.
Copywriting
We devised intuitive, technique-infused copy for: 80+ emails, headlines, website copy, product and collection descriptions, SMS, UX copy, loyalty program naming, and loyalty tagline development.
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.”