Christmas Homework/Initial Brand Research

Over the Christmas break, we were given the task of researching a favourite brand; the type of makeup they sell, do they do other things as well as makeup such as skincare and fragrance, what their advertisements are like, and which makeup artists do they work with.

I chose to research Laura Mercier. I chose Laura Mercier because I have been a huge fan of the brand for many years now. I am a fan of the outstanding products, but also the entire brand ethos. Laura Mercier is famous for the flawless face, and believes that a flawless base will make any makeup; bold or not, look incredible. She is also a huge advocate of enhancing your natural beauty and working with what you have to make yourself flawless.  When she created her makeup range in 1996, she wanted her range to always feel current and classic, and not faddish. She is very much about empowering yourself and using makeup as a tool to feel your best self, and this is something that a lot of women, including myself really resonate with. This idea and ethos shines through in her products and her counter right down to the counter staff that are trained with this in mind. There is also a low sales pressure with the brand that makes the service feel like it really is about the customer and the products and not just about meeting targets.

Laura Mercier herself started out as an art student, to pursue painting and drawing, before deciding she was more interested in the art of makeup. She then enrolled in the Caritas institute and thrived so much she was asked to teach there when she graduated. She then moved to New York and started working in the world of fashion and celebrities, becoming a favourite amongst the likes of Julia Roberts, Sarah Jessica Parker and most famously, Madonna. In 1996, she started her cosmetics line, that focusses on natural beauty and "the flawless face". The range includes a huge range of makeup, a fantastic and renowned skincare line, and her very own unique bath and body range, which includes fragrance. The scents from this range are based on French Patisseries and are sweet and individual. They include fragrances such as Creme Brulée, Creme de Pistache and Vanille, and have a cult following and are becoming ever more popular.

Source: Instagram. Image by Unknown

She has her own selection of National and International makeup artists, chosen to represent the brand in a way that she sees fit. She is very closely involved in her brand. She was recently at Selfridges, London at the opening of a new counter, doing a masterclass. She keeps it very personal and you can feel this with every product you purchase.

Below are some advertisements I came across in
my research, that are some of my favourite images by her,

Source: www.lauramercier.com. Image by Unknown.

I have selected this image because it is quite a current campaign, for her Spring 2015 collection. Laura's background is in art and she loves painting. The watercolour clouds collection is inspired by her love of watercolour painting. Part of Laura's philosophy is that any makeup on the face should look like clouds; ie. well blended, no harsh lines and discreet. It is a beautiful campaign that represents the fresh, lightness of Spring perfectly.

Source: www.fashioncopious.typepad.com. Image by Unknown

This image from a 2012 campaign is one of my favourites because I feel it showcases Laura's "flawless face" philosophy perfectly. The model is clearly wearing makeup, but it is done in a way where it naturally accentuates her features. You can still see her skin, and it is by no means a "no makeup, makeup" look, but it just looks natural and flawless.

Source: beautypulselondon.com. Image by Unknown

The Laura Mercier motto is "What makes you unique, makes you beautiful". One of my favourite quotes by her is "You're unique, you're beautiful. Your freckles define you, your laughter lines illuminate you. I believe in accepting who you are." The above image was chosen because it represents this motto amazingly. I also find it interesting how a black and white image has been chosen for a foundation campaign, so that no skin colour is shown and it highlights how universal the products are.


References:
Untitled Image n.d. Viewed 21st January 2015 <http://instagram.com/p/vVVlRYKExa/?modal=true>.
Watercolour Clouds Collection Ad Campain Spring 2015. Web image. Viewed 30th January 2015 <http://www.lauramercier.com/colour-collections/watercolour-clouds-prod126136321.html#start=5>
Laura Mercier Ad Campaign 2012. Web image. Viewed 30th January 2015 <http://fashioncopious.typepad.com/fashioncopious/2012/08/laura-mercier-2012-cosmetics-campaign-rianne-ten-haken-by-michelangelo-di-battista.html>.
Laura Mercier Ad Campaign Fall/Winter 2012. Web Image. Viewed 21st January 2015 <http://beautypulselondon.com/product-review-laura-mercier-oil-free-tinted-moisturizer/>.