Destination Beauty
A 360 bespoke marketing campaign for World Duty Free inside all terminals at Heathrow airport. The campaign is based around five beauty looks from five different high end beauty brands. Each individual brand was assigned to one of five chosen cities and a make up look was created for each. These looks captured the most popular and current make up trends of the cities featured and were photographed on a model. For this project I was briefed to design a strong campaign identity. The logo design was inspired by the bold typography used in classic aviation branding and it is accompanied by a lips icon and traditional beauty spot. The beauty spot also acts as a signifier of the end point of a journey, which is further accentuated by the connecting plane and travel line. The identity is young, fresh and bold and is inspired by the latest trends in beauty branding. The “beauty” elements are made up of: vivid make up colours, smudge marks and splotches. These are merged with map style graphic aids, tying it into the travel theme. Labels and the colour of the main lips icon are used as a city indicator, in order to highlight which beauty look and beauty products go with which city. The deliverables of the project span from a range of in-store and external printed POS, wearable accessories, web ads and online social media. Motion design played another big factor in the campaign as it was a chance to integrate the campaign into World Duty free’s “New Generation Store.” This is a first of its kind store in Terminal 3 that digitises the way we shop. Video content about the latest campaigns constantly rolls on screens which meander through these stores offering the customer a new and immersive shopping experience.