Luxy divides their target audience up into two separate groups- the first being the primary core demographic (millennials ages 25-45), and the second being new customers who are seeking a solution for thinning hair (millennials over 35 and Gen-X). While all our campaigns target our full audience, this design concept specifically appeals to our solutions customer by tapping into their appreciation for nostalgic, elevated, lifestyle-centered design. This demographic seeks quality products, values time with family and friends, and wants their appearance to reflect their vibrant personality and lifestyle. Primarily looking for compassionate and sustainable solutions for thinning hair, they prioritize products that fit seamlessly into their lifestyle.

Luxy’s audience responds really well to elevated, bold, editorial design decisions and the introduction of new design concepts for campaign-specific promotions. Since this campaign is promoting Luxy’s Holiday sale and coincides with the extreme market saturation that surrounds holiday shopping / parties, it was essential that these assets stand out from competition by making a bold statement that garners consumer / industry attention, while still being recognizably Luxy. Since our target demographic prioritizes both their appearance and time with friends / family, it was essential to focus on holiday events and gift giving with our messaging.

The overall objective of the campaign was to promote the sale while making a bold editorial design statement that felt both new and striking while simultaneously being recognizably Luxy. The creative direction relied heavily on a curated product-focused photoshoot that featured the holiday bundles floating over the brand’s signature sky background image. By pairing this imagery with the bright yellow accent color, specifically in typography application, we were able to convey a dreamy, nostalgic sentiment that appeals specifically to our solutions customer. We further targeted this demographic by utilizing imaginative layouts, striking color application, playful typography and bold imagery to garner media attention during the most oversaturated time of the year.

After the creative direction was in place, the photoshoots were completed and the brand objectives were identified, we began with typography / layout mockups that captured the essence of the creative direction while utilizing Luxy’s brand assets and real copy. Unique, striking, effective, playful and innovative typography was an essential element of this campaign, central to bringing the desired creative direction to life. To curate an editorial sentiment and stand out from evergreen content, Luxy uses a combination of our primary typeface (Saol Text) in uppercase and lowercase italics for campaign specific assets. This tactic is exemplified throughout this campaign, as the typography is central to the summertime nostalgic that is felt across this concept. We focused on playful and bold typography, heavily leveraging italics and capitalization as the creative direction relied heavily on editorial headlines that intertwine these two treatments to curate a unique, dreamy sentiment.