BRAND ACTIVATION

Théophile
Leclerc

CREATIVE FIELDS

Art Direction
Brand content
Print
Social media

DATE

01 . 2021

SECTOR

Beauty,
Cosmetics

TOPIC

Relaunch the brand
towards a new target

How can we promote the heritage of the brand to a wider and more connected target audience?

Challenge

The maison Théophile LeClerc benefits from a cosmetic know-how linked to a rich 140-year history. With an aging clientele, it needs to look to the future, to conquer a new public.

01 - Approach

The strength of the brand lies in the know-how it has cultivated for many years. This beauty expertise that has spread over time is its intergenerational heritage. Our conviction? To embody the brand through a universe with emotional value.

02 - INSIGHT

« As a child, I admired my mother’s beauty. Naturally, she passed on her little secrets to me. »

03 - CONCEPT CREATIVE

Beauty, an history of heritage

For 140 years, women have been passing on these beauty secrets, inherited from the brand. Moments of life, filled with complicity, lived between mother and daughter. These links between the brand and the mother, the mother and her daughter, are the real beauty.

Brand
content

Three main themes: 1. The Rituals of T. LeClerc, brand statements 2. The Secrets of the House, stories and transmission of know-how 3. Beauty Stories, sharing of community experiences