Print Ads: Amazon Luxury Beauty
Customers don’t generally think of Amazon as a high-end retailer, but the Luxury Beauty team was hoping to change that. They wanted to increase customer awareness about their growing selection of luxury beauty products, and also activate current Prime members through the value proposition of two-day shipping.
In Oprah Magazine’s beauty issue (September 2017), Amazon Luxury Beauty obtained 4 pages of ad space to feature their brand. Our team implemented a concept called “Joyful Beauty,” featuring diverse models with cheery expressions in a range of looks. Copy and imagery tied back to the wide selection of luxury products, and the Amazon smile. I contributed to the concept and art direction and wrote the ad copy.
The effect of our concept was a happy, inclusive message that empowered the reader to be boldly genuine. This direction also provided some insight about potential brand voice direction for the future. Data is not yet available for this campaign.