The Parisian house. This engagement covered the digital launch of a women's skincare line.
THE BRIEF
Skincare that doesn't need convincing.
Skincare launches either shout science or whisper apology. Chanel needed neither. The line had to look exactly like what it is: considered, quiet, and certain of itself.
The Approach
Light on the skin. Dark on the glass.
We split the shoot in two. Skin in soft morning light, product in black glass and shadow. The page moves between the two like a ritual: calm where it touches the face, precise where it touches the bottle.
Outcomes
The line sold out. Twice.
The launch allocation cleared in nine days. The restock cleared in six. Two flagship counters moved the line to front-of-house before the second batch had shipped.
Results
01
9 days
(sold out)
Launch allocation cleared through the site alone.
02
2 restocks
(in first month)
Both restocks cleared inside a week of shipping.
03
2 counters
(moved front-of-house)
Flagship counters repositioned the line before batch two shipped.
The Word
Margaux Lefevre
Head of Digital, Chanel Skincare
“ Mira built calm into a category that usually gets shouted at. ”
Every skincare brief we saw came back loud. Jin came back quiet. It is the first launch page I have ever wanted to send to a friend.
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