Initial situation
ALINA Cosmetics is the perfumery for high-quality fragrances, care and cosmetic products at a fair price. The brand products are already sold in four stationary stores – now a comprehensive, novel e-commerce concept was also to be developed. A great task, which we immediately tackled on a larger scale: Thus, the creation of an online store also resulted in a new positioning including an extensive corporate design and a communication concept.
Strategy
We wanted the new platform to be more than just a traditional online store. That’s why we created an entertainment platform that is both beauty expert and storyteller, and truly inspires women. The website also has a dedicated section that regularly provides the target group with helpful beauty tips and the latest looks. Because in order to inspire, you also have to always provide new incentives. ALINA provides these in the form of „deals“, where a specific lifestyle or beauty theme is defined week by week, to which various products are combined. For a limited period of time, these products are then available at a reduced price.
Inspiration is thus the main theme of ALINA and is therefore also reflected in the claim: „ALINA. Inspiring Beauty.“
Implementation
In line with this positioning, a corporate design was also created that should be as changeable and versatile as our target group itself. That’s why the new design consists of a combination of many different patterns, beauty images and pastel shades that are constantly rearranged, allowing them to be sometimes more, sometimes less striking. In this way, we want to show how different and multifaceted every woman can be – because, as we all know, beauty has many faces. The new online perfumery was brought to life by means of elaborate programming.
In addition to the online store including content, the new corporate identity was also implemented at the POS as well as in the form of giveaways and printed materials. A radio campaign has also been developed.
