When concepting the COLOR VISION franchise for Sephora, I found inspiration in their customers. Trolling through the Readers & Reviews section of sephora.com, I noticed that women were dissecting and discussing tiny differences in pigment gradation among lipsticks, shadows, and nail polishes. The customer's approach to color was actually highly sophisticated, so why not start telling stories to them the way they were already telling stories to each other?
The resulting Color Vision franchise tells a specific shade's story—in language and visuals. Sephora does some color forecasting to 'coin' the shade—building on its partnership with Pantone Universe and drawing on its position as a cultural influencer and industry authority.
The voice is more specific, richer, more nuanced. Crimson Velvet rather than Red. Lucid Lilac rather than Purple.
