CONSUMER INSIGHT:
Before social media, special occasions were a time to play with a new makeup look, when people are at their happiest and open to new ideas.

THE CHALLENGE:
Laura Geller’s expertise in creating 
looks for life’s celebrations was a key differentiator from other artist founder brands with runway roots. Laura is the brand and the brand is Laura: warm, genuine, helpful, joyful. However, these values and emotions were not coming through in execution.