case study

rekindling a luxury cosmetic brand by decrypting its DNA

Contact: Charlotte Boisdron –

Business Challenge

A luxury cosmetic brand, from a global beauty leader, was becoming less attractive and losing momentum. It was at a crossroads. Equancy was entrusted with the mission to completely reposition the brand, making it stand out as a unique player on a very competitive global market.

Project Objectives

The main objectives of the project were to:

  • Reposition the brand around a single brand statement
  • Express the brand statement through the retail design and the customer experience
  • Embody the brand positioning in the visual identity (corporate communications)
  • Act as a long-term brand guardian

What Equancy did

Working closely with management teams, Equancy has repositioned the brand: infusing its rich heritage with a modern, edgy twist. Equancy has translated the new brand statement into new retail design, new art direction for corporate communications (including model and product visuals) and a new customer experience.

As guardian of this new brand statement, Equancy assists management teams with day-to-day missions, from the roll-out of retail design and customer experience to working with famous photographers to produce corporate communication materials. Equancy also develops the branded content to support product launches. Relevant aspects included:

  • Definition of the brand positioning through the brand platform
  • Development of retail look & feel
  • Digitalization of points of sale with unique brand content
  • Creation of new art direction for corporate visuals
  • Rethinking the retail training program for the brand, products, techniques and service approach for the in-store salesforce




combining our expertise


  • beauty
  • luxury

Our experts

  • Charlotte Boisdron

    Consulting Director
  • Antoine Ortoli

    Global Executive VP

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