Beauty and the Brand

PAUL AND JOE BEAUTE

OVERVIEW

 Suits everyone. Beauty to indulge yourself. Japan was at the origin of this development. Albion, the Japanese giant in the world of skincare and makeup adored Paul & Joe. First developed in 2001, this enthusiastic agreement was the origin of a complete range : lipstick,  eyeshadow, nail polish, powder, pencils, beauty products PAUL AND JOE BEAUTE,, is all about the quality of the formulas, as well as the particular attention paid to packaging, form and substance, immediately recognizable boxes and cases, with the prints typical of the house, lipsticks with cat heads (Sophie’s favorite pet), limited collectors’ edition.

BRAND MESSAGE: Who is the PAUL AND JOE woman? Women who are totally self aware and fuelled by an inner confidence. Women who are brimming with so much determination to enjoy life that they may seem a little hedonistic. She is savy, stylish, and not afraid to address her needs and desires. Women who have these qualities, and at the same time project charm, passion and compassion. These are the women PAUL AND JOE is made for.

It is a perfect description of creator Sophie herself. The radiance that emanates from her has the power to envelope all happiness around her in happiness.

Ethos: Assessable luxury

PAUL AND JOE BEAUTE, a cosmetics line that faithfully encapsulates the brand’s philosophy of ‘fun-loving sophistication’ is launched.

HERITAGE

Sophie Albou is a Paris-born designer best known as the founder of the Paul & Joe clothing line. The daughter of Yvan and Nicole Haggiag, a clothing company executive and designer respectively, Albou was educated at the Sorbonne and the Institut Français de la Mode before going to work for the clothing company Azzedine Alaia in 1983. In 1990, she started a menswear company called Paul & Joe, adding a womenswear line in 1995.

HERO PRODUCT

Creamy Moisture primer; In order to give skin a healthy luminosity that looks as if it is glowing from within, PAUL AND JOE focuses on creating deep, delectable moisture. Gental and sensuous to the touch, the product does not only supply ample hydration, but also contains effective quantities of carefully selected, flower-based moisturising ingredients that hold that moisture in place all day. which also doubles as a SPF-infused foundation and a tinted moisturizer. Plus, it protects skin from the sun’s harmful UV rays. How it Works: Botanically-derived jojoba and apricot oils and orange flower water gently calm and condition skin.

PACKAGING

PAUL AND JOE BEAUTE features retro modern packaging that projects a unique presence. Every product possesses luxurious texture and colour that makes each application a pleasure to the skin. There are also limited edition, individually packaged items – ‘Collection Sparkles’ – that are linked with that particular season’s fashion. All of these PAUL AND JOE ideas originated in the rich imagination of Sophie Mechaly. There is a strong focus on unique and kitsch design; this gives the brand its individual style very different from anything else on the market.  Not only is the outside packaging beautifully designed but the actual products and created to look aesthetically unique as well.

PROMOTION

PAUL AND JOE BEAUTE often use beauty bloggers and magazine reviews in order to promote their products. In store they also offer a large a4 ‘Paul & Joe News’ leaflet. Set out like an old school newspaper focusing on the new up coming trends for that season. This gives the consumer a great insight into their full product range without the needs for a pushy sales rep. The counters are equally as beautiful as the product packaging. The colour theme and design creates an attractive ambiance which is designed to draw the costumer in.

  

PRICE POINT 

PAUL AND JOE BEAUTE has a wide price range; from £3.50 - £32 which allows everybody, what ever their budget to be able to afford a little bit of luxury from the brand. Not only do they offer cosmetic products but they also sell accessories like lipstick casing seperatly. Paul & Joe Lipstick Case has been specially designed for the revolutionary Paul & Joe Lipstick Refills. The fabulous collection of new lipsticks allows you to not only choose your colour but the texture and packaging too! This sophisticated Lipstick Case provides appealing, understated beauty with a classic and elegant pink and white design stamped with Paul & Joe’s new signature logo, Lipstick Case is a must-have addition to any handbag and is perfect for any discerning beauty addict. Simply choose your lipstick Refill texture; Sheer, Natural or Full Pigment and your perfect shade, then pop it into this delightful case for your unique Paul & Joe Lipstick. At £5 this is a create way to personalize your makeup collection.