LashJoy has revolutionised the lash game. They’ve empowered over 50,000 lash stylists across the globe with the slickest lash products and game-changing education. Led by industry GOAT Joy Crossingham, their mission is to elevate lash artists everywhere with unparalleled products and elite education.
LashJoy’s core challenge was improving brand positioning and remaining relevant in an industry driven by aesthetics. With a brand identity lagging behind the times and not adaptable to their ever growing digital marketing demands, they needed to enter a new era with their look and feel.
After years of partnership and an intimate connection to the niche lash and brow industry, ShareStory developed a strategy with LashJoy and performed a comprehensive refresh of the brand. Executing the identity design, packaging design and the commercial branded content. Before ecommerce development partners were procured for the completion of the shopify website.
We undertook a thorough examination to grasp LashJoy's market standing, strengths, and future possibilities. Subsequently, we formulated a brand strategy that harmonised with their vision and values, laying the groundwork for a significant transformation.
A decade ago, LashJoy was the gold standard, but the industry boom has ushered in a wave of digitally-native competitors, reshaping the aesthetics of lashes and brows with eye-catching palettes and viral trends.
Facing a shifting beauty landscape, LashJoy sought ShareStory's expertise. The goal: transcend industry norms and align with global luxury powerhouses. Through strategic positioning and meticulous rebranding, ShareStory propelled LashJoy back to the forefront, reclaiming its rightful place as a revered name in luxury beauty.
Beyond Brand, Beyond Beauty: LashJoy's transformation wasn't just about a logo or tagline. It was about capturing the essence of their artistry, the meticulous detail that elevates a lash from mere hair to breathtaking statement. And what better way to do that than through a photographic journey?
The result? A breathtaking portfolio of hundreds of images, each one a testament to the artistry in every flutter of a LashJoy lash. From impossibly close-ups that reveal the delicate texture of individual strands to wider shots that showcase the transformative power of a full set, the catalogue became a symphony of silks, a love letter to the art of the lash.
While addressing the brand’s positioning, we endeavoured to make the LashJoy brand the most versatile one possible.
Implementing crucial brand improvements ShareStory’s design team have been able to create a look that is highly flexible and legible for marketing, manufacture and collaborators whilst remaining clearly identifiable. Opening more design and marketing opportunities for the brand.