2014 Winners & Shortlists

Brief Explanation

Some questions immediately came up: can we use the same strong visuals in the Middle East? And if we do, would we upset some of our customers? How far could we go with localization without diluting the messages? Many others face the same challenges, especially for visuals. Photos that would be considered inappropriate are blacked out in the magazines or removed altogether. And that’s not what we want to do. But we also don’t want to be disrespectful to our local customers.

The Brief

Our brand is a collective of many voices and this year we have decided to gather all of the stories about our original products, our ethical beliefs and our sustainability projects in a booklet called Fresh Matters.

How the final design was conceived

Instead of a black space, what if we added colours that have a meaning and a purpose. In our Emotional Brilliance make up range each colour is represented by a powerful word, carefully chosen for its effect on the mood of the wearer. Retouching the photos using our own colors (Make Up products) was the solution.

Indication of how successful the outcome was in the market

Extremely successful across all 5 markets; UAE, Saudi Arabia, Lebanon, Kuwait, Qatar. This booklet is also available online through our website www.lush.ae