Essie Gel Couture

After its initial launch in 2016, Essie wanted their Gel Couture franchise to 1. lean heavier into the performance of the product 2. become more competitive up against Sally Hansen’s 2-step system in market and 3. become more appealing to the average consumer by relying less on ‘couture’ and creating a more attainable visual territory.

With a virtual shoot between New York and Poland, a Copenhagen-based illustrator and a bag unable to make it through U.S. customs, this campaign truly embraced the new Covid-induced production realities and delivered a visual and copy territory that makes Gel Couture the go-to for at-home users and previous salon-goers. Much like couture, the difference really is in the details.

Assets conceptualized, art directed, and designed for print, television and social platforms. Directed by Mikon, Animation and Editing by Sibling Rivalry, Photographed by Will Strawser.