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This fall, the first ever LAURA MERCIER cosmetics national marketing campaign will be launched to define the brand in a completely fresh and modern way. The world has changed and the conventional definitions of beauty no longer apply. At the forefront of this movement is the thought-provoking campaign, which challenges the world’s perception of beauty by asking the question “What Is Flawless?”

The "What Is Flawless?"  campaign is inspired by Laura Mercier’s authority in the “Flawless Face”. The Laura Mercier Flawless Face Collection includes primers, foundations, camouflaging concealers and powders.

Through this campaign women will answer the question “What is Flawless?”, connecting and joining a larger conversation.  People will be sharing their feelings and beliefs as to the meaning of “flawless”. It is personal and unique to every woman.

The campaign will work on multiple platforms leveraging print, digital, social media, and the retail environment.  YARD, the award winning strategically driven creative agency, has been tapped to create the first national advertising campaign for the LAURA MERCIER product line. The ads, photographed by Inez Van Lamsweerde and Vinoodh Matadin, feature black and white portraits of models who have unique and diverse characteristics.

Digital advertising agency, iNDELIBLE, ‘digitally and socially’ activated the “What is Flawless” campaign. The new LAURA MERCIER website, www.lauramercier.com, will act as the central hub of the campaign and will ask women this open-ended question, allowing them to share their own, personal interpretations of “What Is Flawless?”  The answers to the question will be represented on-line in a digital makeup palette, inspired by Laura Mercier products. As more women answer the question, the palette will continue to grow and the conversation will be ignited. This initiative will live not only on their website, but throughout social media sites like Facebook and Twitter as well.

iNDELIBLE, leveraging it's years of experience working with prestige beauty brands, from MAC Cosmetics to Clinique and La Mer, developed the digital and social media strategy to run in concert with the 360º national marketing campaign - conceptualized and created by creative agency YARD.  iNDELIBLE collaborated with YARD to “digitally and socially” activate YARD’s new thought-provoking campaign concept, ‘What is Flawless,’ which challenges the world’s perception of beauty by asking the question “What Is Flawless?”

In the digital campaign the conversation is visually represented as a growing tapestry on Lauramercier.com, where women can submit, explore, and share their thoughts via social media.  The Laura Mercier website, www.lauramercier.com, will act as the central hub of the campaign and will ask women this open-ended question, allowing them to respond through their own, personal interpretations of “What Is Flawless?”  This initiative will live not only on their website, but throughout social media sites like Facebook and Twitter as well.  Using Laura’s products as inspiration, the wide range of women’s answers will be represented online in a replica of the Laura Mercier colour palette using data visualization. The tapestry-like backdrop will be constantly changing; as more women answer the question, the campaign will continue to grow.

“The tapestry concept is part of our digital strategy we developed to serve as a bridge between social media, the online advertising campaign and lauramercier.com,” says iNDELIBLE CEO Ross Glick.

The new website has been engineered to make shopping as intuitive a process as possible.  With that objective in mind, iNDELIBLE redesigned the site’s product pages to make individual product information more accessible — and the checkout process faster, thus reducing the number of clicks between desiring a product and owning it.

iNDELIBLE’S goal for the digital campaign is to dispense worthwhile information to Laura Mercier customers by implementing various social media strategies.  For example, the agency will engage celebrity makeup artist Matin, who has worked with Angelina Jolie and Gwyneth Paltrow, to generate helpful makeup tips that will be disseminated via the website, Facebook and Twitter.  “Everything we do, we want to add value to the people whose newsfeeds this will be going into,” says Glick.  “We want to make sure that every communication adds value to the customer experience.”