Case Study : “Alluring” Connections
CLIENT: Circadia by Dr. Pugliese
PROJECT SCOPE: National/International Ad Campaign Development, Brand Invigoration, Target Marketing/Design, Media Placement, Emotional Trigger Development
Circadia by Dr. Pugliese is a world-wide cosmetics brand, distributed only through skin care professionals. Founded by the undisputed pioneer of cosmetic research this company has influenced the course of professional skin care around the globe.
When it was time to refine their image for a series of high-profile National and International magazine ads, DRS was brought in for our unique methodology and experience in the medical and cosmetics industries. After all, we have been studying buying behaviors and employing emotionally connective design to appeal to the subconscious levels of the mind for the better part of a decade.
Using what we already knew about the workings of the female brain, we had to connect with our targeted audience on an emotional level in order to influence them. No small feat considering beauty magazines in general create visual overload for the reader. So we set about uncovering the unique emotional triggers of each Circadia product and pinpointed them in our messaging.
Our concept was to create a series of ads that would create a unified brand presence and cut through the visual clutter by conveying a clear message with a single striking image, strong tag-line, no more or less that was needed to make our point. We wanted to make connections based on the benefits of the products as a life enhancement, not necessarily it’s features, making readers actually feel the message. We tied the series together with the packaging using a vibrant blue stripe and area for vital product info delivered via a brief bulleted listing. Our work resulted in an extremely successful campaign and a happy client who later asked us to re-design the packaging for their entire cosmetics line.
