2011 Winners & Shortlists

Brief Explanation

Missha offered beauty tips and advice on cosmetics. But very few customers used these services. And although customers visited the Missha store to try out their products, they never engaged with Missha’s instore makeup experts.

The Brief

In the beginning of 2011, Missha, a leading cosmetics store in the Middle East came to us with a request: create a business card for their makeup specialists in-store.

How the final design was conceived

Every woman's handbag is sure to have a makeup kit and a mirror. We used this valuable accessory as a tool to make Missha come first to mind whenever makeup was involved. We created a pocket mirror business card for the in-store makeup specialists, one they could give away to customers who came to the store. The dimensions of the business card was small enough to fit easily within a purse or handbag while being big enough to help them apply their makeup. The card also contained the regular contact information of the Missha makeup specialist.

Indication of how successful the outcome was in the market

23% of the target audience got in touch with Missha's makeup specialists for beauty suggestions. Call-ins for advice on makeup doubled after the mirror business card. And many of the new customers that visited the store specifically asked for the Missha makeup mirror. With a limited budget Missha not only managed to establish themselves as an authority on beauty in the UAE.