Finding Laurie Elle
After talking to a few influencers we stumbled across Laurie, we found that she had a great style, killer content and not to mention she’s a total QT. We knew we just had to work with her.
The Beauty Crush team got to work researching her style, her brand, her story and created mood boards of different packaging types which captured an essence of the different avenues she could take her brand in.
London Meeting With Laurie Elle
Laurie Elle came to London for an intensive briefing session, we had the opportunity to meet face to face and discuss various aspects of her blogging experience, what got her excited about blogging, how she saw her brand, her favourite social media channels and her unique style.
We showed her our mood boards and we workshopped the direction she would like her branding to progress. Circling her favourite packaging designs from a range of other brands we got a feel for Laurie’s clean, simple and minimalistic style.
We talked her through our product catalogue to give her ideas about the potential products she could create. Laurie instantly gravitated towards a lipstick and a palette, in shades that she’d be comfortable wearing daily, that aligned with her natural, everyday style. Laurie picked out her favourite colour shades and talked about the products she currently uses on her face and lips so that we could have a clear brief to work towards.
Research, Sample Creation, Design And Branding
Having met with Laurie, we had a clear understanding of Laurie’s style, what her brand encompassed and the products she wanted to make. Our Head of Product Development started reaching out to quality manufacturers to collect samples in the shortlisted shades for the lipstick and palette. Ultimately we found a few colours that were extremely close to Laurie’s favourite colour.
Using the packaging mood boards we were able to brief our experienced in-house packaging designers to create a number of packaging designs.
We created mock-up samples of the containers and ordered samples of the lip and face pallet ready for our follow-up meetings with Laurie.
Meeting in Manchester
We took all our samples or products, cartons and any other information we had put together to visit Laurie in her hometown of Manchester. We went through every aspect of the products, from the colour, the packaging, the pigmentation, the feel and how to use the products. Laurie evaluated all the samples, took them home, tried them on and was able to feedback to us about any tweaks that needed to occur to the offering.
Laurie wanted to ensure that her followers had a say in the products she was choosing and that they felt included in the process. She couldn’t decide on the outer packaging design as she had three favourites. She reached out and asked her followers to help her choose their favourite packaging option.
Telling The Community
The hardest part of the journey was keeping the secret, on all sides we wanted to tell our communities what we were working on, but until it came into form we thought it best to keep it under the radar and as a surprise. We’ve had a fantastic response to Laurie Elle’s launch and we can’t wait for you to try the products.