SPRING / SUMMER 2014 BEAUTY
Fashion Marketing & Communication Lev.5 Representation Techniques - CWK4 Computer Tools - Nicolas Godon Hrönn Blöndal Birgisdòttir
I N D E X MARC JACOBS . COMPANY PROFILE . MARC JACOBS BEAUTY . SPRING/SUMMER 2014 COLLECTION COLOR PALETTE
. PREVIOS COMMUNICATION . EDITORIAL BRIEF INSPIRATION
. LOOKBOOK BRIEF
. PHOTOGRAPHER . EDITORIAL EXAMPLE . LOOKBOOK EXAMPLE . MINI-SITE . REFERENCES
I ALWAYS FIND BEAUTY IN THINGS THAT ARE ODD OR IMPERFECT - THEY ARE MUCH MORE INTERESTING. Marc Jacobs
M A R C
J AC O B S
American born Marc Jacobs (April 9, 1963), is undoubtedly one of the most influential men of his generation. Jacobs was on Time magazine's "2010 Time 100" list of the 100 most influential people in the world,[and ranked number 14 on Out magazine's 2012 list of "50 Most Powerful Gay Men and Women in America". As well as being the head designer of his brand Marc Jacobs and the diffusion line Marc by Marc Jacobs, he was creative director for Louis Vuitton from 1997 to 2013. Jacobs has been praised my many within the fashion industry as one of a kind, Guy Trebay, a critic at The New York Times wrote “unlike the many brand-name designers who promote the illusion that their output results from a single prodigious creativity, Mr. Jacobs makes no pretense that fashion emerges full blown from the head of one solitary genius� (Trebay, Guy (May 28, 2002)
C O M PA N Y P R O F I L E Marc Jacobs operates as a designer and retailer of apparel and accessories for men and women in the United States and internationally. The brand offers ready-to-wear clothes for men and women, leather goods, accessories, fragrances, bags, shoes, and cosmetics. The company, which was founded in 1984 has it's headquartered in New York, New York. Marc Jacobs International, L.L.C. operates as a subsidiary of LVMH Moet Hennessy Louis Vuitton. The diffusion line, Marc by Marc Jacobs, debuted in 2000 with a spring/summer 2001 collection for both women and men. Marc By Marc Jacobs has been described by Women’s Wear Daily as “a collection of little treasures from throughout fashion history, each rewritten in Jacobs’s handwriting,” (Wilson, 2000) Everything that Marc Jacobs launches, wether it is a perfume bottle or summer wedges, it has somehow reflects a recognizable style that is appreciated all over the world.
M A R C J AC O B S B E A U T Y In August 2013, Marc Jacobs announced the launch of his namesake cosmetics line. Consisting of nail polishes, eye shadows, liners, mascaras, lipsticks and glosses, foundations, powder and blush, as well as brushes and tools to apply the make up. The line is made up of basic products and seasonal limited edition products. Everything from the product ingredients to the beautifully designed packaging is in line with the quality that the brand communicates. The line is directed at both young adults and adults (aged 22-40), as well as professionals within the fashion and beauty industry, as the products are of a professional level of quality.
S P R I N G S U M M E R 2 0 1 4 The spring/summer 2014 collection is a mix of nudes, reds and bright fluor pastels. What makes the collection special is the unexpected combinations of classics and neons that can be used to create beautiful looks flattering for every skin-tone.
The mystifying vamp gets all dressed up only to stay in. The retro mod breaks out of black and white, looking vibrant in full color. The glamorous starlet dazzles with an undeniable allure. And little pretty demands the spotlight.(marcjacobsbeauty.com, 2014)
C O L O R
PA L E T T E
P R E V I O U S C O M M U N I C AT I O N
Marc Jacobs’ campaigns communicate youth, sexiness, simplicity and freedom. They are usually provocative but classic and simple at the same time. The brand has remained true to it’s recognizable style throughout the years and in many cases campaign photos from a few years ago look in a lot of ways similar to those of todays season’s, despite showing new and different trends. The photos are usually quite straightforward with the advertised product in focus, clean and minimalistic. The above picture is from the 2011 OH LOLA fragrance campaign. The ad, showing young actress Dakota Fanning pose with a perfume bottle, was banned after causing a controversy.
E D I TO R I A L B R I E F The editorial will be shot for a fashion magazine, with the purpose of communicating the collection’s theme and aesthetics, as well as to inspire customers how to use the products. As said before, the 2014 summer collection os more artistic and bold than the previous collections and can be used to create everything from fantasy make up to classic timeless looks. To accentuate the products, only one will be shown on each spread; bright lipstick on a bare faced model or close up of hands to show off the nail-colors. The photographer/graphic designer will do the post editing of the images and rework them with mixed media (add cut-outs of roses and bright flowers. Styling will be done by Marc Jacobs himself as it is important to maintain the brand´s well known astheatics in all the campaigns. Renowned make up artist Pat McGrath will create minimalistic looks on the model (Charlotte Free).
CHARLOTTE FREE
I N S P I R AT I O N MIXED MEDIA
HILDUR YEOMAN
MARY HOKKANEN
CHRISTEN LUCAS
JALOUSE MAGAZINE
MATT WISNIEWSKI
DAZED&CONFUSED MAGAZINE
L O O K B O O K B R I E F
The lookbook, is created for professionals (make up artists or brands) and retailers to view the products in detail. The colors and ingredients as well as being provided with a product number to order them. To show the colors in the most effective way, there is little no no retouching and very simple lighting. Photographer and make up artist are the same as for the editorial, and the photographer will do the styling in order for her to shoot the products as clearly as possible
P H OTO G R A P H E R
S AG A S I G
Saga Sig is a young Icelandic photographer based in London whose portfolio of work includes campaign photos for Topshop, Burberry and KronKron, album art for Bjรถrk and fashion shoots for Vogue Japan. Her work has an aesthetic that resembles a fairy tale, with a lot of colors and excessive accesories. Saga often collaborates with artists and well knowns stylists/make up artists.
ENAMORED HIGH-SHINE LACQUER IN BLANC
MARC JACOBS BEAUTY SPRING / SUMMER 2014 EDITORIAL EXAMPLE PHOTOGRAPHY & GRAPHICS: Saga Sig MAKE UP & HAIR: Pat McGrath STYLIST: Marc Jacobs MODEL: Charlotte Free
LOVE MARC MATTE LIP-GEL IN GOSSIP
MARC JACOBS BEAUTY SPRING / SUMMER 2014
LOOKBOOK PHOTOGRAPHER/STYLIST: SAGA SIG MAKE UP & HAIR: PAT MCGRATH MODELS: LINDSEY WIXON & CHARLOTTE KEMP MUHL
LINDSEY WEARING STYLE EYE-CON PLUSH SHADOW IN THE PUNK, LIP LOCK MOISTURE BALM IN HIGHEST SHINE, LASH LIFTER GEL DEFINITION MASCARA IN OIL BLACK, MAGIC MARC’ER PRESICION PEN IN BLACQUER
STYLE EYE-CON PLUSH SHADOW IN THE PUNK
LIP LOCK MOISTURE BALM IN HIGHEST SHINE
Mica, Oryza Sativa (Rice) Lipids, Boron Nitride, Lauroyl Lysine, Magnesium Myristate, Caprylic/ Capric Triglyceride, Sodium Dehydroacetate, Pheno yethanol, Sorbic Acid, Silica. Titanium Dioxide (Ci 7789I), Iron Oxides (Ci 7749I, Ci 77492, Ci 77499), Manganese Violet (Ci 77742), Ultramarines (Ci 77007). PRODUCT NO. 432632
Caprylic/Capric Triglyceride, Polypropylene, Carthamus Tinctorius (Safflower) Seed Oil, Helianthus Annuus (Sunflower) Seed Oil, Polyethylene, Ozokerite, Cera Alba, Butyrospermum Parkii (Shea) Butter, Ethylhexyl Methoxycinnamate, Ethyl Macadamiate, Glycerin, Cera Carnauba, Styrene/Butadiene Copolymer, Benzophenone-3, Polyglyceryl-3 Polyricinoleate, Octocrylene, Butyl Methoxydibenzoylmethane. PRODUCT NO. 87543
LASH LIFTER GEL DEFINITION MASCARA IN OIL BLACK
MAGIC MARC’ER PRESICION PEN IN BLACQUER
Aqua/Water/Eau, Acrylates/Ethylhexyl Acrylate Copolymer, Methyl Hydrogenated Rosinate, Butylene Glycol, Cera Alba/Beeswax/Cire D’Abeille, Cera Carnauba/Copernicia Cerifera (Carnauba) Wax/ Cire De Carnauba, Pvp, Microcrystalline Cellulose, Glyceryl Stearate, Boron Nitride, Pentylene Glycol, Polysorbate 60, Jojoba Esters, Candelilla Cera/ Euphorbia Cerifera (Candelilla) Wax/Cire De Candelilla PRODUCT NO. 23457
Aqua/Water/Eau, Styrene/Acrylates Copolymer, Butylene Glycol, Alcohol, Polyester-5, Pvp, Laureth-4, Phenoxyethanol, Sodium Dehydroacetate, Citric Acid, Black 2 (Ci 77266). PRODUCT NO. 536542
LOVE MARC LIP GEL IN SHOWSTOPPER
Octyldodecanol, Polybutene, Phenylpropyldimethylsiloxysilicate, Polyglycerl-2 Tetroisostearate, Ethylene/Propylene Copolymer, Vp/Eicosene Copolymer, Synthetic Fluorphlogopite, Dicalcium Phosphate, Cetyl Peg/Ppg-I0/I Dimethicone, Polyglyceryl-4 Isostearate, Ozokerite, Caprylic/Capric Triglyceride, Silica, Hexyl Laurate, Stearalkonium Bentonite, Propylene Carbonate, Bht, Methicone, Ethyl Vanillin, Hydrogenated Coconut Oil, Carthamus Tinctorius (Sfflower) Seed Oil, Commiphora Myrrha Resin Extract, Tocopherol, Gardenia Tahitensis Flower, Tocopheryl Acetate, Carmine (Ci 75470). PRODUCT NO. 96413
CHARLOTTE WEARING LUST FOR LOVE M,ARC LIP GEL IN SHOWSTOPPER
T H E
W E B S I T E
The temporary mini-site has been set up to communicate and inform people about the collection. It includes several features and exclusive access to backstage photos and interviews with in-house makeup artists. SECTIONS: ABOUT Information about Marc Jacobs Beauty and how it all began. THE COLLECTION The history and inspiration behind the spring/summer 2014 collection. INSPIRATION Editorial images and interviews with make up artists explaining and showing how the colors can be mixed & matched. BLOG Exclusive backstage photos and news on the products and the beauty line in general. Who is using it and who is recommending it. MARC Marc´s world. Everything that inspires the mind behind the whole concept. EYES.LIPS.FACE.NAILS.FRAGRANCE Online store selling the limited edition products excusively. MARCJBEAUTY14.WORDPRESS.COM
T E X T
A N D
W E B S I T E
Marcjacobs.com. n.d. World of MJ - Marc Jacobs. [online] Available at: http://www.marcjacobs.com/world-of-marcjacobs#mj-bio [Accessed: 3 Feb 2014]. Marcjacobsbeauty.com. n.d. Marc’s World | Marc Jacobs Beauty. [online] Available at: http://marcjacobsbeauty. com/marcs-world#events-pr [Accessed: 4 Feb 2014]. Marcjacobsbeauty.com. n.d. Spring | Marc Jacobs Beauty. [online] Available at: http://marcjacobsbeauty.com/ category/296 [Accessed: 4 Feb 2014]. Marcjacobsbeauty.com. 2014. Inspiration | Marc Jacobs Beauty. [online] Available at: http://marcjacobsbeauty. com/inspiration [Accessed: 2 Feb 2014]. Trebay, G. 2002. Familiar, but not: Marc Jacobs and the Borrower’s art. The New York Times, 28 May. Vogue.com. n.d. Marc Jacobs - Voguepedia. [online] Available at: http://www.vogue.com/voguepedia/Marc_Jacobs [Accessed: 2 Feb 2014]. Wilson, E. 2000. article. [online] Available at: http://www.wwd.com/fashion-news/fashion-features/article-1200329 [Accessed: 4 Feb 2014].
I M AG E S Anzeri, M. 2014. Dazed&Confused mag. [image online] Available at: http://www.fashionmodeldirectory.com/images/ editorials/11934-it-came-from-the-sky.jpg [Accessed: 6 Feb 2014]. Hokkanen, M. n.d. Mari Hokkanen. [image online] Available at: http://iranzuguijarroplaza.files.wordpress. com/2013/04/20130415_180803.jpg [Accessed: 13 Jan 2014]. Jalouse Magazine. n.d. Jalouse ma. [image online] Available at: http://scriptical.files.wordpress.com/2012/02/ jalouse-2012-fevrier_21_1.jpg%3Fw%3D700%26h%3D881 [Accessed: 4 Feb 2014]. Lífið
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elisabetgunnars/2013/08/getFile.php_.jpeg [Accessed: 2 Feb 2014]. Lindsay Wixon/Charlotte Free/Charlotte Kemp Muhl. n.d. [image online] Available at: http://www.terrysdiary. tumblr.com [Accessed: 13 Jan 2014]. Lucas, C. n.d. Mixed media. [image online] Available at: https://lh6.ggpht.com/Kh9FWjfNXqvnChzLJVNMMT0zRLl2d0 ZK83CLDvek2ZOa-HUnslStIQeuolYtQ10lSuyzdQ=s85 [Accessed: 6 Feb 2014]. Marc
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