Making a new Bluemercury line shine.
Ad photography for a new makeup and hair care line, built to move product in store and on social.
CLIENT
Bluemercury
ENGAGEMENT
Retail launch · Content
AUDIENCE
Consumers nationwide
THE IMPACT
+27%
Category sales in featured stores.
2
Production days on location in a Bluemercury store.
3
Shot types: the product, the product in use, the models after use.
01 — THE CHALLENGE
A crowded new line at risk of reading as clutter on the shelf and in the feed.
Bluemercury introduced a new line of makeup and hair care products and needed ad photography that showed how they are applied. Beauty launches are won or lost on how clearly a shopper can see the result, and a new line with many products risks reading as clutter on the shelf and in the feed unless every product has a clear job and the line has one look. Each product had to be showcased on its own and as part of the whole, so we planned a full assortment of shot types to enhance the line as a whole.
02 — THE RESULTS
One line, many products, one cohesive story.
We shot on location at a Bluemercury storefront in Washington, DC, using the store's fresh, bold colors and its stocked aisles as backdrops. Building the shot list before the shoot and shooting inside the store meant the content matched the place where the sale happens. Focusing on the product, the product in use, and the models after using it gave Bluemercury tight close ups, dynamic medium close ups and wide groupings, all in a high contrast, flavorful palette. The result was a library of assets the team could mix across branding applications, and category sales rose 27% in the featured stores.
Keep exploring.
YOUR NEXT MOVE
Have a number to hit?
Let’s make the work that moves it.