COLLABORATION
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INTRODUCTION

MOSCHINO
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The Italian luxury fashion house of MOSCHINO was born in 1983 when Franco Moschino left his day job as an illustrator at Gianni Versace and created a brand with his own signature.

Fast-forward to 2014, an American designer Jeremy Scott was appointed as their new creative director. Under his direction, MOSCHINO has gained the international attention that deserves with one-of-a-kind designs, playful illustrations and prints, eye catching campaigns with super models, unique collaborations, etc.

www.moschino.com

TONYMOLY
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Established in 2006 in Seoul, TONYMOLY is one of the pioneers who made the Korean beauty trend on the global map.

Their high-quality products combined with the latest innovative technology are recognized worldwide by their standout packages.

TONYMOLY’s products are carried in about 20 countries. Beyond Asia, it is carried at some prestigious stores including Sephora, ULTA, Selfridge London, etc.

tonymoly.us

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PROGRESS

PACKAGE DESIGN
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In order to reflect the unique DNA of MOSCHINO, the product design was the most important part of the process. MOSCHINO provided their logo, motifs, patterns that would suit for the collaboration while TONYMOLY has come up with the product line up.

It was STUDIO HANDSOME’s responsibility to propose the eye catcy designs by taking the best parts of both sides.

CAMPAIGN
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Unlike typical beauty campaign, STUDIO HANDSOME has proposed the images that contain a lot of fashion and beauty by hiring the team who regularly work with Jeremy Scott.
We’ve shot still images and few variations of films.

DIGITAL STRATEGY
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Digital strategy as the most important component of the marketing, there were a few ways of spreading the words. Jeremy Scott with the 2.2M Instagram followers, he’s mentioned about the beauty collaboration few times. We have made specific plans to provide the appropriate images at the right timings.

LAUNCHING EVENT
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The most talked about launching event of the season took place in Seoul at the time of introducing the beauty collection to the press, influencers and insiders. It is an important part of the marketing plan for any collaboration.

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OUTCOME

TONYMOLY, by collaborating one of the most prestigious global fashion brands, has gained a lot of attention from both beauty and fashion industries. MOSCHINO, already enjoying the popular status in Asia,has gained even more attention it deserves by collaborating with one of the most forward thinking K-Beauty brands.

STUDIO HANDSOME has played its mediator/consultant/director role between the brands and has succeeded to realize a high in demand beauty collaboration.