Beauty Book

TRAFFIC

BEAUTY BOOK

We Breathe Beauty...

Branding Strategy Naming Copywriting Content Curation Illustration Photography Animation/Film/Motion Sound Design

Illustration by Alicia Malesani, 2019.

We believe that BEAUTY is all about YOU. We are a collaborative collective of creative individuals – an evolving group of people – with a spectrum of perspectives on this ever-expanding space. We know the rules.

We also know how to break them, We’re here to help you refine, define and express your point of view on beauty and branding. We’re the voice who can help you communicate your vision – through stories, words, faces, and illustrations – that make you unique.

Illustrations by Penelope Rolland Photography by Michael Mundy

OUR STORY Imagine Soho, New York, 1995—A creative hotbed of artists, writers, photographers, designers, gallerists, and entrepreneurs breaking out in the iconoclastic spirit of the times. That’s where our doors opened, on Spring Street, with a vision of a new type of creative agency. Representing independent art directors, copywriters, and all the components of a traditional advertising agency was an innovative idea. It quickly proved itself to be the zeitgeist, as more amorphous relationships between talent, agencies, and clients became the optimal matchmaking plan for the best creative talent with the most compelling corporate campaigns and identities. And, all this without the overhead costs of a large agency.

We represent the top echelon of brand name talent while always unearthing artists, illustrators, photographers, and writers you’ve never heard of who are tapped by some of the world’s leading creative directors.

After more than 20 years we remain true to our original mission—to bring exceptional talent and creative solutions to brands, and to work in a dynamic and flexible way, constantly evolving with the industry and culture as a whole. We as an agency and as creative individuals are continuously growing and engaging with the world around us. Our tenacity and curiosity are what makes our work and collaborations exciting.

Collage by Wendy Plovmand for Weleda USA

Illustration by Mia Marie Overgaard

OUR CLIENTS

are start-ups and established international brands and companies. Our multicultural perspective enriches our vision, and our combined expertise offeres seasoned and groundbreaking guidance in branding, design and strategy. We work in multimedia and multi-channel advertising, developing influencer and idea-oriented content development, licensing, publishing, along with invaluable referrals for public relations. Given our wide array of clients across diverse sectors of the market we can facilitate co-branding and multi-level collaborations with ease.

Select clients include Aramis, Aveda, Avon, Awake Cosmetics, Balenciaga Floredanica, Bath & Body Works, Bloomingdales, Calvin Klein Beauty, Chanel, Clinique, Club Monaco, Coty, Clinique, Conde Nast magazines, Diesel, Estee Lauder, Guess, Hearst, Lancome, Laura Mercier, L’oreal, MAC Cosmetics, Matrix, Maybelline, Neutrogena, Nordstrom, Noxzema, Redken, Revlon, Saks Fifth Avenue, Sephora, Shiseido, Tiffany & Co., Vera Wang, Victoria’s Secret, and Weleda.

IMAGE ARCHIVE We manage and make available to our clients an immense archive of illustration and photography.

MICHELLE EDELMAN, CEO and Founder Michelle Edelman FOUNDER is all about the story of the brand. Why do certain things resonate and others not? Why is one idea compelling and another unappealing? Her journey started with human psychology, wandered through the world of art, magazines and photography and culminated with branding and art. Having been raised in Scandinavia and the Middle East, thrived on the east coast and the west, she brings her cool elegance to branding, design, and a global understanding of culture and trends on human behavior. Her career has traveled equally effortlessly, from ad designer, photo editor, photographer’s agent, marketing executive, and gallerist at places like the Village Voice, CDB Gobé, Lister Butler, Mirabella, Allure magazine and Sisman Design.

Eventually, she forged her own path by founding the groundbreaking TRAFFIC – the first agency to represent the individual components of traditional advertising agency.

In addition to her role as CEO of Traffic, she also works alongside Edelman Arts and Artemus, all family-run art businesses, as well as collects and supports the careers of emerging artists

She holds a BA in Social Psychology & Communications from University of California Santa Cruz. Michelle was born in Olso, Norway and spent her youth in Norway, France, England, Germany, and Egypt. michelleve@traffic-nyc.com IG michelle_edelman

An industry insider with over 15 years at Traffic, Shereka oversees business operations, marketing, artist relations, and account management. She plays an invaluable role in bridging the relationships between clients and artists. She is strategically minded, solutions-oriented and results driven. Culturally attuned and new media savvy, she has a keen understanding of the shifts in marketing, media, and culture as a whole. On a personal note, she is a keen writer, poet, and taste-maker. She holds a Bachelor of Arts in Forensic Psychology from John Jay University. Shereka is Jamaican/American, embodying the best of both cultures.

shereka@traffic-nyc.com IG xaymacabird

Photography by Michael Mundy

SHEREKA EVANS, Executive Vice President

CREATIVE DIRECTION MICHELLE EDELMAN DEANNE CHEUK MICHELLE ROQUE

SILKE VISHAB ERIKA PERRY

CREATIVE/COPY AMEENA MEER AMY SWIFT BRENDA CULLERTON DIMITRI EHRLICH FAYETTE HICKOX MICHAEL GROSS

ILLUSTRATION ADOLFO CORREA ALICIA MALESANI CECILIA LUNDGREN IZAK ZENOU LUCILE PRACHE MAREN ESDAR MARGARETE GOCKEL MIA MARIE OVERGAARD MONSIEUR Z PENELOPE ROLLAND RIKKE JØRGENSEN SOPHIE GRIOTTO WENDY PLOVMAND

FINE ART/ GRAFFITI ERIC INKALA MOYOSORE MARTINS

SOUND DESIGN JEREMIAH BORNFELD CHRISTOPHER EDELMAN/PRODBYGEKKO DIMITRI EHRLICH

MOTION ANIMATION FILM ADOLFO CORREA STEFANO DE BELLIS MICHAEL MUNDY LIONEL DJAOWE DAVIES AND STAR

AMY SWIFT The Story is in the Telling. Amy is a writer, strategist and content creator. Her focus is in beauty, fashion, fitness, spirituality and design, but she also has experience in non-profit, finance and general consumer products. She loves connecting with people through compelling stories and words that disarm how an audience typically thinks of a product or service. By finding or creating a brands voice, she’s able to craft editorial and blog content, as well as photography assets and video content, to more effectively amplify presence, visibility and message. As a copywriter, she develops the positioning/strategy, brand guidelines, as well as crafts or edits external messaging like websites, taglines/naming, social media posts, advertisements and other marketing collateral.

She also works as a ghostwriter for CEO’s, personalities and celebrities when they’re tasked with publishing a column or in need of talking points for TV/digital.

Amy is a the lead writer for Guess magazine, generating relevant stories and content from start to finish. She has also worked extensively with natural beauty brand “Bodhi Tree,” which is one of the more exciting brands online today.

Photography by Michael Mundy

AMEENA MEER, Creative Director and Copywriter Ameena has launched and revitalized high-impact brands and products with lasting influence.

Her strength is expressing emotion that inspires action. As a writer, Meer knows intuitively that a good story changes minds. She believes the most effective communication is based on love for the consumer, respect for the brand and change for the good.

After a misspent youth as a fashion victim, club kid, journalist, dancer, editor, Asian American activist and waitress, Ameena came back to writing with her first novel, Bombay Talkie. Three daughters later, she authored How to Shoot Your Kids for Arthur Elgort. After she survived cancer she wrote Fearless Healing, an inspiring guide to take charge of your own healing . A mother of re-invention, Meer’s been a copywriter, thinker, conceptor and/or creative director for Avon, Calvin Klein, Coty, The Gap, Estee Lauder, Donna Karan, Federated Stores, Pzifer, L’Oreal, The Navajo Nation, Homes for the Homeless and Proctor & Gamble.

Today, Ameena bridges her commercial branding work with her passion for natural health and healing. She trained and became a certified Holistic Nutritionist, Energy Healer and Meditation Guide. As her focus in this area has grown, so have the clients and brands with whom she works—providing them with a deep knowledge she has to offer. She has worked with Jurlique, Under the Canopy, Kama Ayurveda, and 5S for Shiseido (based on 5 senses). She has spent the past three years working closely with Weleda as a consulting creative director to help brand and guide them for the US market.

IN THE BEGINNING THERE WAS THE WORD IT’S THE IDEA THE IDEA UNDERNEATH THE EMOTION THE IDEA THAT DRIVES THE STORY THAT PAINTS THE PICTURES THAT MAKES US BELIEVE BRING BELOW-THE-LINE TO ABOVE-THE-LINE VIRTUAL TO REALITY THE IDEA THAT MOVES THE PRODUCT INTO OUR MINDSPACE THE IDEA THAT CLOSES THE SALE AND OPENS UP A WHOLE NEW WAY OF BEING Ameena Meer

COPYWRITING. For us copywriters are conceptual artists—each with

their own unique style. Not only are they seasoned wordsmiths and communicators, but they have the unique gift to fully encapsulate an entire brand vision and experience. Our skill is the keen understanding to pair you with the right copywriter that meets your specific need and vision.

WORDS ARE IMPORTANT. Today, when audiences are inundated by media, the right words can make an image unforgettable. Without copy, even beautiful images become interchangeable. The copywriters we work with know how to speak a brand’s language, how to give the brand story depth and resonance. They are the conceptor who can see the big picture and bring it all together.

COPY GIVES A BRAND A VOICE AND A SOUL. Our copywriters develop brand voices, clarify brand missions, create brand and product stories, and reawaken brand histories and mythologies, as well as brand positionings. Words, ideas, and concepts bring advertising, promotional campaigns and websites to life.

A great copywriter understands the importance of the perfect brand or product name, along with the exact words to describe its benefits. The right words matter in ads, out of home, brochures, web banners, POS materials, commercial scripts for video, TV and radio spots.

NAMING. We have great success with name development. We offer the unique possibility of working with one of our seasoned copywriters to mastermind your naming strategy and development. We also run a naming group with a writer and creative leading the sessions. This “round table” of individuals are curated based on the clients’ industry sector, and overall experience. Extensive lists of names are generated, then distilled, and returning to the creative process multiple time until we arrive to a short list of names that can be trademarked. We can provide legal support, if needed.

Balenciaga / Florabotanica Calvin Klein / CK One CK Shock CK In 2U Calvin Klein /Euphoria Calvin Klein / Beauty Calvin Klein / Encounter Christian Lacroix / Absynth Marc Jacobs / Blush Tommy Hilfiger / Dreaming Tommy Hilfiger / True Star Coty / Sara Jessica Parker / Lovely Coty / J. Lo / Glow Coty / J. Lo / Still Donna Karan / Cashmere Eve / Fetish

Shiseido / 5S (5 Senses- Retail Concept) Kama Aruveda Artemus LLC (Art Finance) Café D’Nile (Hospitality) Greendog (Children Apparel)

Illustration by Alicia Malesani

BRANDING. HOW WE WORK. Our unique Visual Research methodology, honed through years of experience and successful branding development, will help you define who you are, where you need to go, how to get there. We literally create the roadmap to success.

Our job is to break down your brand DNA so that we can provide intelligent and creative solutions to help you maximize your brand’s true potential.

We dive deeply to find the answer to key questions like—Who are you?

What’s your brand story? What makes you unique? how do you stand out from the crowd, what are your stumbling blocks? Who is your audience?

What is your brand voice? Is it consistent across all media? How are you speaking to and engaging your market? Are you reaching them?

We weave your complete story into a tapestry that we then compare against your goals. We do tons of research and analyze every aspect of your communications—both visual and voice. We identify and study your competition, the overall market, as well as over-riding trends.

AMEENA MEER

X WELEDA

With our creative guru and Brandwallah, Ameena Meer, in the lead, over the past 3 years, we have delved deeply into the branding of WELEDA for the U.S. Ameena provides her deep knowledge and expertise in the beauty industry. The brand vision and seasonal campaign concepts, provide the guidelines for agency partners, with a totally collaborative process. Traffic supports her in all facets, from photo research, concepting, and project management.

The goal was to build brand awareness for Weleda and create an emotional connection between the U.S. consumer with one of the oldest wellness brands in Europe.

And, to push Weleda into a dominant position in the natural skincare sector, leveraging it’s long European history with deep roots in natural products with biodynamic and anthroposophic practices.

Over the last three years, Weleda’s sales at Whole Foods increased 68 - 77% a year, the sales in other natural lifestyle stores increased 65% a year and the sales in mainstream stores like Target, Walgreens, Wegmans, and Walmart increased 100%.

Manifesto Celebrate your beauty.

Feed your body, mind and soul with products that do us good, that do good on the earth, Immerse yourself in words, actions, objects That have beautiful meaning.

Let the trees, plants and flowers Connect your body To it’s healing powers.

Let the sea and sky soothe your soul And the ground quiet your mind.

Because when you are in balance with nature, you shine brighter.

Live your inner nature.

be

the change Brand Development, Creative Direction and Copywriting by Ameena Meer

e e

Shift your thoughts, shift your experience.

See things differently. Be a vision of fabulous.

Say it til you feel it. Say it like you mean it.

Look how different the world feels when you’re wearing red lipstick. Or painting your nails in an electric rainbow of neon colors.

Envision a planet where high heels take you to another level. Where lip gloss doesn’t just make you shine, you enlighten.

Use your powers of persuasion.

Open your doors of perception.

Change it up. Start with great make-up.

See things differently. Revlon.

If you know who you are.

If you’ll try anything once.

If you won’t take no for an answer.

If you live your own life.

If you choose love over stability.

If you like to share.

If you don’y try to be something you’re not.

If you think conformity is boring.

If you’re a man or a woman.

CK one

Ameena Meer began working with Calvin Klein at the inception of CK1. The

manifesto she wrote for them (see last page) became the spring board for their entire brand positioning. She has continued to work with the brand through the years working on many naming products, product launches and campaign.

Calvin Klein Fragrances, Branding, Name Development and Advertising Creative Direction and copywriting by Ameena Meer

Creative Direction, Name Development by Ameena Meer Illustration by Wendy Plovmand

Miu Miu Fragrance Branding, Naming, Advertising Creative Direction: Ameena Meer

FASHION ILLUSTRATORS & ARTISTS

Illustration by Sophie Griotto

SOPHIE GRIOTTO With a delicate approach to color, pattern, and movement, and an old-school appreciation for glamour, Sophie has long had the heart of international clients. She has created her signature breezy watercolors for some of the most elite names in fashion, beauty, and lifestyle.

She cites Japanese ink wash painting and African dance as inspirations.

Illustration by Sophie Griotto

Illustration by Sophie Griotto Personal work Right page O’Botanicario

Illustrations by Izak Zenou

IZAK ZENOU X PETITES MAINS

IZAK ZENOU X SEPHORA For years IZAK’s whimsical illustrations have taken BEAUTY to new places.

His work, long associated with exclusive brands and high-end publications instantly conveys a breezy, fashionable style, and fresh enchanting view of life.

IZAK partnered with Sephora to create a collection of Izak branded beauty products and accessories.

His long list of clients also include Estee Lauder, Lancome, Chanel, Henri Bendel, Celine, Coty, Guerlain, Lily Pulitzer, Laura Mercier, Vera Wang, Vogue, Instyle, Travel & Leisure, Elle, Marie Claire, and more, including products sold underhis own brand name IZAK.

LUCILE PRACHE X DIOR Lucile’s vibrant illustrations have amassed a big following within the international illustration scene. She has worked with Dior, Et Vous, Cacharel, Longchamp, Laduree, Marie Claire, Biba, Depeche Mode, Avantages, Phosphore and Muze magazines. Her “Recipe” and botanical illustrations have are very successful, which has lead to extensive prints sales and many cookbooks. She created the fashion illustration book, “Your are So French.” Lucile lives and works in Paris.

Illustrations by Lucile Prache

PENELOPE ROLLAND X LANCOME

PENELOPE ROLLAND X AERIE Penelope is adored for her minimalistic hand-rendered artwork.

It’s warmth and authenticity are what many beauty and skincare brands seek.

Her artistic universe is built upon her signature light touch with her use of watercolor that wash across the stroke of her drawings. By blurring the lines between nature and beauty she plays off the duality between the two and distills complex themes in a playful, most simple, iconic form. Clients include Airie, Lancome, Ann Taylor, Le Bon Marche, Papyrus, Blanc d’lvoire and Victoria’s Secret, Vogue Italy, D-Magazine, Oprah and InStyle.

Illustrations by Penelope Roland

MONSIEUR Z X ESCADA Mr. Z’s colorful vector illustrations reflect his fascination with the retro sensibility of 1960’s Hollywood and the ‘50’s French Riviera. His stylish sensibility and the graphic nature of his work has led him to become one of the most successful Illustrators today. He has the technical skill of a draftsman, with the flare of a unique creativity that crosses over all media platforms including animation.

Mr. Z’s vibrant, colorful and edgy imagery has been published globally by Redken (USA), Guess, Evian (USA), TGV (France) and Gin Bombay. His characters, architectural spaces and environments, as well as his sense of irony and pizazz have been translated into numerous animated television commercials. His first feature film, “French Riviera,” is produced by world-renowned French film director, Luc Besson, and has no release date yet.

Illustrations by Monsieur Z

Illustrations by Monsieur Z

Monsieur Z for Redken

MIA MARIE OVERGAARD Welcome to Mia’s secret garden— where everything is beautiful and all things are innocent. Nature, flowers and fantasy take over leaving the rest of the world behind.

Mia works consistently with brands like H&M, Wall Street Journal, The Telegraph, Volkswagen Autostadt, Rode Bath, Soft Gallery, Molo Kids, Neiman Marcus, Marie Claire, Grabarz & Partner, RSCG Ad Agency, Sunrise Agency, Copen Hagen Agency, Air Canada, The Perfect Kiss Records, and more. Mia lives in Copenhagen.

Illustrations by Mia Marie Overgaard

WENDY PLOVMAND MIXED MEDIA In addition to having a busy commercial illustration career, Wendy is a prolific fine artist who has exhibited around the world. She has created largescale public murals and art installations. Her unique work is energetic and original using mixed media of painting, drawing, collaging, and digital manipulation. Wendy clients Selfridges, Topshop, Guess, Bkr, Taschen, Nylon Magazine, Dare Magazine, Self, The Cultural Ministry of Denmark. Wendy studied illustration at the Design School of Denmark. She currently splits her time between Copenhagen and London.

Illustrations and collage

by Wendy Plovmand

WENDY PLOVMAND X LANIEGE

CECILIA LUNDGREN X VIA MARCADO Bursting with vitality and vibrance, her colorful work mainstains a simplicity and sophistication.

She creates her art by layering elements along with an intricate hand-rendered line.

She has a wide range of international clients including Via Mercato, Third Love, Mary Kay, Apple, Bergdorf Goodman, Singapore Airlines, Viking Line, Sony Ericsson, Metro, Unilver, and Danske Bank. Cecilia lives and works in Helsingborg, Sweden.

Photo shows 8 available fragrances.

Via Mercato Displayer Program Our Via Mercato display unit is an essential merchandising tool and is included FREE of charge with the purchase of 9 cases of soap!

This sturdy, reusable, black iron rack with 3 white wood shelves holds 9 fragrance, 6 pieces of each for a total of 54 soaps.

Dimensions: 14.3”W x 24.35”H x 9.64”D Weight: 3.75 lbs (without Soap) CS/1 - $40.00 #DISP25100 Display Only (Display is FREE with purchase of 9 cases of soap)

56 www.europeansoaps.com

800.426.9260

MAREN ESDAR DIGITAL COLLAGE A surrealist, striking style, Maren is able to lead audiences into a dream-like dimension that finds its point of arrival and departure in reality. She works in digital collage and rendering. Her work captivates and inspire with images that transform objects and accessories into genuine narrations relating to nature, philosophy and literature. When simplicity and ornament are blended in Maren’s world, even the most apocalyptic illustrations transpose the world into a glamorous place.

Maren’s work has been published in many of the world’s most influential fashion and style magazines and brands including, Vogue, New York Times Magazine, Neiman Marcus, Surface and Esquire. Her illustrations have also been featured within various book projects including, Fashion Unfolding, Illusive Fashion and Illustration Next which was published by Thames & Hudson. Maren was educated as a stylist and illustrator in London and later, Hamburg, where she currently lives.

Illustration by Maren Esdar

Illustration by Maren Esdar

ALICIA MALESANI Inspired by high fashion and eastern influences, Alicia’s watercolors capture the true spirit of her subjects whether a stylish woman or man, or a beautiful object or flower. Her dynamic compositions interweave color, ink and graphite, creating work that is elegant, seductive and timeless.

Alicia works with many of the world’s most prestigious clients including, AMAZON, Chanel, Loewe, Max Mara, Escada, JUICY COUTURE, Toyota, Fiat, Vogue, Mercedes Benz, Neiman Marcus, Penguin, Harpers Bazaar, Achitectural Digest, Marie Claire, Tatler, Elle, Essence, INSTYLE, Vanity Fair, and Vogue.

OUIZI Louise “Ouizi” Jones (formerly Chen) was born and raised in Los Angeles to Shanghainese parents.

She is a painter first and foremost, though she is best known for her large scale floral mural installations which can be seen in public spaces throughout the United States, from museums to public parks. Her mural techniques are uniquely informed by a background in drawing and printmaking. Her obsession with flowers continues to grow, stemming from an early introduction to Georgia O’Keeffe and fond memories of picking figs with her grandmother. She currently lives and works in Detroit.

TRAFFIC 111 East 70th Street New York, NY 10021 T. + 1 212 734 0041 E. info@traffic-nyc.com www.traffic-nyc.com @traffic_nyc

Contact: Shereka Evans shereka@traffic-nyc.com Michelle Edelman michelleve@traffic-nyc.com

Copyright Notice: This book and all of its contents/images is copyright of the individual artists and Traffic, Inc. Š 2021. All rights reserved. Any redistribution or reproduction of part or all of the contents in any form is prohibited and punishable by law.