Case study
After 20 years as a coveted celebrity makeup artist—including launching Kim Kardashian’s look into global stardom—Mario Dedivanovic tapped Antonym to develop the messaging strategy, product and shade naming,* and copywriting for the launch of his industry-defining beauty brand: MAKEUP BY MARIO.
*Fun fact: Mario named an Ultra Suede™ Lipstick shade after our founder. “Amanda” is a lush, timeless, deep plum.
The Lexicon
Aquatic Light, Brow Blowout, Chrome-Packed, Ethereal Eyes, Glam Vibes, Glass-Like Glow, Master Metals, Secret Glow, Soft Pop, Softly Sculpt
Mario Dedivanovic redefined how beauty approaches complexion
Few makeup artists can claim Mario’s mastery: his groundbreaking methodologies for shaping and contouring the face created the defining trends of 21st-century beauty.
The challenge
“Our messaging challenge was three-fold: to elevate Mario’s historic equity in complexion while honoring his long-time, diehard core audience and proving to new audiences that his nuanced approach to beauty went beyond contouring—and that he had the techniques to prove it.”
The beauty world largely understood Mario to be two things: the king of contour and Kim Kardashian’s makeup artist. Depending on what side of the aisle you fell on, this was either covetable or controversial.
Deliverables
Brand, voice, and launch strategy
We leapt in nearly a year before launch to help strategize and create all messaging, including names for Mario’s iconic, technique-based products. We developed a voice strategy, defining the nuance between Mario’s voice and his brand’s. Simultaneously, we supported the MAKEUP BY MARIO’s epic Sephora launch, crafting messaging for all launch assets, including events, ecomm, and in-store visual merchandising.
Copywriting
Once MAKEUP BY MARIO launched, we helped concept and message many of its award-winning product campaigns: including SoftSculpt™, Master Blade™ Brown Pencil, Master Hold™ Brow Gel, and Ultra Suede™ Lipstick. We operated as their fractional editorial team, producing copy for the MAKEUP BY MARIO Pro program, Rewards by Mario, campaign headlines, emails, visual merchandising, website copy, product descriptions (brand.com and retailer), social media, press releases, PR and influencer kits, artistry education assets, product names, shade names, interview prep
The Antonym effect
As a fractional editorial team, Antonym’s support extended beyond execution. We helmed the brand’s copywriting department and processes, customizing presentation and approval strategies, liaising with retail partners and public relations as the owners of brand tone, and working strategically across departments to consult on the brand’s briefing and copy development operations for elevated efficiency, execution, and ownability.
