Laura Mercier

ABOUT THIS PROJECT

SITUATION

While Laura had an admirable list of celebrity clients and a highly regarded, quality product, she—and her brand—lacked an overall awareness and image in the minds of potential customers. There was even a question as to whether there was an actual person behind the brand. To further the challenge, Laura herself was somewhat press shy and had not, to that point, been interested in becoming a high-profile personality. The Laura Mercier management team ultimately approached the agency to create and implement a media strategy for the brand that would generate awareness, credibility and “personality” for this exceptional line of cosmetics—similar to what the agency had done for clients Frederic Fekkai and Martha Stewart.

STRATEGY

Magrino’s strategy was to get Laura Mercier out there to promote the woman behind the brand, positioning her as the expert, talent, and visionary responsible for this successful and much talked-about high-end product line. Making sure the brand messaging was consistent and echoed throughout all communication was also a major part of the strategy—leveraging Laura’s own unique philosophy of “the flawless face.”

SOLUTION

Almost immediately following the implementation of public-relations efforts, the Laura Mercier brand began to see direct sales correlation from placements and overall buzz generated by the Magrino campaign. Features appeared in the top beauty books and trades as well in more mainstream media including People, Marie Claire, and on the cover of WWD, and served to increase Laura’s profile considerably.

Today Laura Mercier is known as one of the best makeup artists in the fashion and entertainment industries, and she continues to gain new and notable clients. She is often approached by the press for expert commentary, and news of her new collections is consistently covered by both trade and consumer publications.